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The success the industry has seen so far this year is great news for theaters that have spent the past two years methodically and patiently creating building blocks of normalcy, all of it was to get to something approaching a normal summer movie marketplace at the multiplex, and we may be finally getting there.
The ebb and flow of the popularity of streaming is mainly determined by the ups and downs of the pandemic, that has created not only a conundrum for studios, but also for consumers who are torn between their desire to see blockbuster films on the big screen at their local multiplex or from the comfort of the couch at home.
It’s a delayed start to a summer that’s been a long time coming. To have late June be ostensibly the start of summer is unusual, but better late than never, a big Fourth of July weekend is coming up, with virtually every genre represented, and a week later we have 'Black Widow,' so we’re on the road to recovery.
It's the perfect intersection of growing consumer confidence and vaccinations in North America, with movies that have already been released creating momentum, i don’t think you could have imagined a better scenario for the industry, with a few speed bumps in there. With ‘Furious 9’ being really the first summer blockbuster in two years.
It faces challenges including mixed reviews and fans of the original questioning the need for this newly re-imagined telling, but it's looking like the allure of the film, particularly for kids, will be incredibly strong, any negative reviews that may influence parents will likely be offset by their children who are absolutely going to be a strong influence on their parent's decision to head to the multi-plex.
Those who did see it really enjoyed it, people have said : Should they have gone limited ? Should they have gone wide ? I think they needed to get it out there nationwide with midterms six weeks away. But it’s very easy to second-guess how to release a documentary like this. It’s one of the most difficult types of films to release.
Perhaps though the secret sauce is the PG rating that enables such films to have mass appeal and offer appropriate content for everyone one from the smaller kids of age 5 and 6 to teenagers, college-age adults, people of middle age and even seniors, what was formerly an uncool rating has now become the hottest rating this year and has powered some of the most successful movies in 2016.
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