China has re-opened a portion of its cinemas as it emerges from its coronavirus shutdown. But they’re far from back to business as usual. After nearly 60 days of closures, more than 500 cinemas — a…
After nearly 60 days of closures, more than 500 cinemas — around 5% of’s total — re-opened last weekend. Yet without exciting product yet to push, they remain comically empty.
“Looking at things now, all the box office from Q1 was basically lost, and cinemas will certainly not be busy in April. Even if there’s a sudden revival of consumption, box office losses this year may exceed $2.1 billion , so the annual box office performance this year doesn’t look good,” industry analyst Shi Yongdong told the China Securities Daily.
Some analyses of post-epidemic revival were initially more optimistic, including a survey conducted by ticketing and entertainment service platform Maoyan in late February, for which the firm gathered data from 581 people who bought movie tickets last year on either its own or the Meituan app. “There are still people who want to go to the movies??” wrote one top comment accompanied by a row of crying facepalm emojis. Another liked more than 10,000 times said, “If a single superspreader goes to the cinema, then spending two months at home and stealing all those masks was all for nothing.”
One Chinese article explained: “Watching movies is just not that essential a need. After the epidemic, audiences still need a period of psychological adaptation. It will take a long time for theaters to fully recover to their state before the epidemic.” This includes all of the major Chinese films pulled from screening during the Chinese new year holiday. A new theatrical release date from one of them would be the surest indication yet of when insiders expect the exhibition sector to get properly back on track.
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