Summer Doldrums For Big Theater Chains

In the last several posts I noted that this summer's box office has been lackluster - a few big hits but overall a tight squeeze for most films including a number that were deemed to be blockbuster material.

To bolster my contention that moviegoers are tired of the same-old, AMC Theaters, the U.S.'s 2nd largest movie circuit, issued a statement reporting that they will be reporting "seriously diminished financial results" for the second quarter and see no upswing in the third quarter as well.  AMC takes no blame for their poor performance but puts it squarely at the door of the studios and their "poor film selection currently available for public consumption."

Now, while I tend to agree with AMC on the slate of films offered up this summer as being ho-hum, and more of the same - all of the blame can't be on the studios. As I recollect AMC put mega-bucks into down-sizing their overall seating capacity at its cinemas. Installing large reclining chairs and, in some cases, reducing overall seating by 40%. The less is more theory. Additonally, AMC is reporting that their per-capita concession is also down - and that rests squarely on AMC's shoulders.

Let's face it, moviegoers have been in the doldrums regarding movies this summer, and coupled with security issues and increased home entertainment options the act of going to the cinema is far less appealing unless there are compelling films, ie; Jason Bourne, Star Trek Beyond, and Bad Moms which grossed over $100 million at the U.S. box office this past weekend.

Regardless of the poor summer showing movies are still the best entertainment value and there is nothing comparable to the big screen experience. Moviegoers will flock to see good films and they will be back.