August 30, 2022
Movie tickets nationwide will cost just $3 on Saturday, September 3, in celebration of National Cinema Day, reports The Verge (via Associated Press). If you’ve never heard of such a holiday before (at least in the United States), that’s because it never existed until now, apparently.
The $3 ticket price (not including tax) applies across all tickets, formats, and showtimes—and yes, this includes IMAX and 3D movies. So far, a growing list of 3,000 theaters, including popular chains, like Regal, Cinemark, and AMC, have agreed to take part in the new holiday.
You might not want to count out your local, independently-run theaters, either. In a list of participating theaters viewed by The Verge, we spotted several smaller locations, like the Starmax Cinemas in Vandalia, Illinois, and the Wellfleet Cinema drive-in participating theaters also will show a “special sneak peek” of upcoming movies from various studios, including Disney, Universal, Lionsgate, Paramount, Warner Bros., and more.
The Cinema Foundation, a nonprofit organization created by the National Association of Theatre Owners earlier this year, came up with National Cinema Day as a way to encourage people to return to the theaters. Labor Day weekend is a notoriously slow time for movie theaters, due to a lack of new releases, but perhaps National Cinema Day could help change that.
Movie theaters took a pretty big hit during the height of the COVID-19 pandemic, and also have contended with a hybrid release model that has some movies hitting theaters and streaming services the same day. Last year, theaters signed deals with studios like Warner Bros., Paramount, and Disney to promise periods of in-theater exclusivity for certain films (although they’re much shorter than what they’ve been in the past).
According to data from Comscore, this summer’s box office raked in $3.027 billion—a 134.6% increase when compared to last summer.
“After this summer’s record-breaking return to cinemas, we wanted to do something to celebrate moviegoing,” Jackie Brenneman, the Cinema Foundation’s president said in a statement. “We’re doing it by offering a ‘thank you’ to the moviegoers that made this summer happen, and by offering an extra enticement for those who haven’t made it back yet.”
Research contact: @TheVerge