The cinema industry hasn’t been doing too hot since the pandemic. Even 2 years post-lockdown global ticket sales are down over a third compared to 2019.[i] The rise of hybrid working led to social venues like pubs, restaurants, comedy clubs, and cinemas losing a large chunk of after-work footfall. Moreover, the 2021 trend of major studios releasing high-budget films on streaming platforms same day as their cinematic premieres made movie theatres to many redundant.[ii] Ironically, this move, initially seen as the death knell for cinema, may have also created its potential saviour.

Humans have an innate, unstoppable craving to be part of a community. This is especially true in a post-pandemic world with non-walkable cities and an onslaught of information at our fingertips. For cinema to survive, cinema owners need to take this to heart and get creative. As Michael Kustermann, chief experience officer at America’s Alamo Drafthouse chain said, “A cinema can't just be a four-wall box with popcorn and a movie anymore. You really have to be able to engage directly with your guests, and you have to create a bit more of a ‘total night out’ type of experience.”[vii] Barbenheimer perfectly exemplified this idea – the joy of being part of something bigger than yourself and the giddiness of being in on a huge inside joke is hard to miss. Thus, what started as petty rivalry brought people all over the world together, in their respective local cinemas.

It is difficult to say if the movie industry has learned the right lesson yet. Perhaps they will simply try to recreate Barbenheimer by releasing contrasting movies on the same day, cementing their unwillingness to think outside the box. Hopefully, this won’t be the case and we will see more schemes encouraging people to get together with their friends and family and celebrate the release of a new title, at the cinema.