The motion picture industry has hit a critical tipping tip, with more than half of moviegoers not comfortable with returning to movie theaters.

This data comes from a new study from The Quorum.

“Theatrical [business] is at a crossroads,'' the study said. ''Just as the studios are re-evaluating their marketing and distribution strategies in the wake of the disruption caused by the pandemic, theaters need to do the same.''

The COVID-19 pandemic is a big reason; but, not the only reason. It’s a perfect “storm” that the motion picture industry is battling.

There are three main factors involved:

  • People don’t feel safe from COVID-19.
  • The price of tickets and concessions.
  • The overall theater experience.

When you add up all factors of reluctance regarding the respondents … a majority, 52% have doubts.

Of the 2,528 surveyed, about 10% (201 people), said they were not likely to go back to theaters; 29%, (733 people), said they might return, and 13%, (329 people), said they were ''reluctant'' to return.

Women respondents were less likely to return to the movie theaters versus men.

The survey also yielded that the COVID-19 pandemic has amplified moviegoers' aversion to going to the theaters; because of high prices.

And, sadly, the COVID-19 has become so political over the past nearly two years.

The survey found that 63% of people would like theaters to require proof of vaccination for those attending the movie versus 37% who would oppose it as an infringement upon their Constitutional rights.

There was some good news in the survey, with 70% of respondents saying that they want movie theaters to continue to exist and do not want the theaters to go extinct.

SOURCES: The Quorum.

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