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The cinemas They believed that with the end of the lockdown last summer everything would change. That people would return to the theaters and normality would be installed to try to alleviate a quarter that many did not survive. When Tenet Y Santiago Segura They seemed to agree with them, the second wave arrived, and from then on everything was a fall off the cliff. Curfews, perimeter confinements, new measures and the cancellation of any great premiere made theaters live their worst moments.
The lowest moment, however, came last February, when the ‘save Christmas’ effect hit. The exponential increase in cases caused many cinemas to lower the blinds again. There were no premieres and people did not want to go to theaters with the existing situation. It was not worth opening for so few people. Despite everything, many have kept cinemas open as cultural strongholds this time, and great brave titles have been seen that have defied the law of gravity.
February has been final. Without attractive titles, with people gradually regaining normalcy, the box office has hit rock bottom. In the 28 days of the month, only 2.65 million euros have been raised, figures that in the post-pandemic era a single title could get. As reported by ‘Industria del cine’, a portal specialized in box office analysis, this figure corresponds to the worst data of the entire de-escalation and 7% of the figures achieved in the same month last year, just before the lockdown arrived.
Godzilla Vs Kong, the first major release in several months.
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Fortunately, March has arrived with other expectations. The first three weeks of March have been better for theaters. On the weekend of March 12 to 14, 770,421 euros were added, and the previous 815,000 thanks to the premiere of Raya and the last dragon, a Disney film that could have raised much more, but was released in fewer theaters than expected due to the struggle between the studio and theaters. Despite everything, a substantial improvement compared to the 500,000 achieved in the two weeks prior to its premiere.
The upward trend seems to be continuing, and in the first provisional figures, the film of Disney it has maintained its collection according to the estimates of the study itself. The entire billboard has experienced a similar upswing, also with films such as threats who live a warm moment thanks to word of mouth and six Oscar nominations. The set of films in theaters has caused the collection to rise 50% compared to last week with a sum of around 1.3 million euros.
The real litmus test comes this Friday. It is the date marked in red by movie theaters for weeks for various reasons. First, because the situation of the pandemic is once again somewhat more optimistic, and second because important premieres are finally arriving. This optimism is easily observed in the large exhibition companies in our country. Cinesa reopens all its complexes, which had been closed for months. Ocine, for its part, has already reopened its Valladolid and Castellón centers this past weekend; and this Friday it will do the same in the rest of the provinces that still did not reopen.
Frances McDormand and Nomadland
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But the reason why everything seems to be reactivated is that there are finally important premieres. This friday arrives Godzilla Vs Kong, the last installment of the Warner franchise that, although in the US it will reach HBO Max at the same time, here it will only do so in theaters. A film that can rescue an adolescent or young audience that until now has stayed away from theaters. The same audience you appeal to Monster Hunter, adaptation of the video game of the same name directed by Paul WS Anderson with Milla Jovovich as the heroine who kills monsters.
In addition, the cinephile circuit can also resurface with Nomadland, the great favorite for Oscar with six nominations. A film that will experience an excellent word of mouth and that can penetrate among the most adult. A Fox production that happened to Disney after the purchase of the studio, and that will be exclusively in cinemas for five weeks before also being on its content platform, a decision questioned but that, at least, gives theaters a margin to be able to exploit it.
As if that were not enough, there is animation cinema, the great engine of theaters these months. The films that have worked best have been those aimed at the whole family, and Tom y jerry It has already shown in the US that it has a pull. Offers that span the entire audience spectrum and can lead to the best box office result in months. It also coincides with the best moment of the box office in the US, with the reopening of certain cinemas in New York and Los Angeles, large market centers and that with the advance of vaccination they also begin to see the light at the end of the tunnel. Now it remains to be seen if this March 26, so important to them, is really a turning point, or just an open window to catch air before closing the door again.
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