Hollywood Reporter columnist Joseph Singer wrote an in-depth analysis of a crucial way in which exhibitor can maximize box office revenue at their theatres. Rather than focusing on the much-discussed topic of theatrical windows, Singer focused on Premium Large Format (PLF) screens. With audiences clearly valuing the “premium” viewing experiences, as seen by IMAX outpacing other exhibitor stocks in the post-pandemic period, Singer made a detailed argument on how exhibitors and studios can utilize PLF screens to better effect.
Currently, many theatres dedicate their PLF screens to play one specific title for runs that last for multiple weeks. Singer cites this as being an inefficient use of this premium real estate, since films such as PROJECT HAIL MARY, THE ODYSSEY or SPIDERMAN will remain on a theatre’s PLF screen for three, four, or even five weeks. Singer suggests that exhibitors make the investment to build more PLF screens at their locations so they can play multiple films at the same time. Studios would have to play ball, allowing theatres to play different movies across their multiple PLF screens at the same time, rather than forcing exhibitors to dedicate all their PLFs to a single title. Each side has their reasons for not taking these steps, but Singer identifies this as a crucial adaptation to meet customer demand and increase ticket sales.
