Event Cinema: A Growing Radiant Spot for Movie Theaters
While customary moviegoing has faced challenges in recent years, a new segment – event cinema – is experiencing meaningful growth and offering a boost to the theatrical exhibition industry. Companies like Fathom Events are capitalizing on this trend by bringing option content to movie screens, and theater managers and corporate offices are welcoming the increased foot traffic.
Fathom Events’ success is rooted in it’s incremental approach, driving concession sales and overall attendance. The transition to digital distribution has been a key enabler, making it more efficient and cost-effective to deliver content to theaters. This shift has streamlined the process for distributing not only films but also trailers and special events.
However, logistical improvements aren’t the sole driver of this growth. Event cinema taps into a desire for communal experiences, attracting audiences seeking connection wiht like-minded individuals. As attendee Lauren Skala noted, these screenings offer a chance to “celebrate somthing” and fulfill a need for community, particularly in a post-pandemic world.
Fathom’s strongest performers are typically properties with established fan bases, such as anime from Studio Ghibli and the faith-based series “The Chosen.” These dedicated audiences reliably attend limited-window screenings, providing the surges in attendance theaters are seeking.
While event cinema isn’t a replacement for traditional film distribution,it offers a valuable avenue for independent filmmakers struggling to secure wider release. Fathom reviews approximately 3,000 content submissions annually, selecting fewer than 100 for theatrical screenings, demonstrating the high demand. however,success isn’t guaranteed; a 2017 study showed only 17% of independent films grossed over $100,000 from theatrical showings.
Fathom’s consistent success relies on titles with pre-existing communities or recognizable brands. The company has found that classic films are a particularly reliable revenue source, representing 20% of their revenue consistently over the past two decades. Notably, the film Coraline generated $34 million through event screenings.
Currently, event cinema represents a significant positive trend in the entertainment landscape. Fathom Events anticipates continued growth and plans to bring more diverse content to theaters in the future, remaining optimistic about the industry’s trajectory.
