James Young's journey through the world of movies showcases a significant shift. Once a spontaneous moviegoer, he now finds himself missing the surprise of discovering new films at the theater. The pandemic and subsequent changes in the movie industry have had a profound impact on casual moviegoing.

Rediscover the Magic of Moviegoing in a Changing World

Spontaneous Discoveries vs. Planned Viewings

James Young's story begins with his spontaneous trips to the movie theater. He took chances on films like "Pirates of the Caribbean: The Curse of the Black Pearl" and "Garden State," and "Eternal Sunshine of the Spotless Mind" became one of his favorites. However, in recent years, the 47-year-old computer engineer hasn't felt the same drive. Films are now in theaters for shorter periods, making it harder for him to stumble upon movies. He misses the element of surprise.This isn't an isolated experience. Casual moviegoing has been on the decline since the pandemic. Frequent moviegoers make up only about 12% to 15% of the box office, leaving a large potential audience of casual moviegoers. The box office still hasn't recovered from the pandemic's effects, with expected yearly ticket sales at around $8.5 billion instead of the pre-COVID-19 average of more than $10 billion.

The Role of Genres and Theatrical Windows

Having a variety of genres at the box office is crucial for attracting a wider audience. Midtier movies, which bring in box-office totals of $50 million to $100 million, have become scarcer. Dramas and romantic comedies are harder to find on the big screen, but Sony's "Anyone but You" shows that the classic rom-com can still thrive.Shorter theatrical windows also play a significant role. Before the pandemic, films were typically in theaters for about 80 days before becoming available for home viewing. After the pandemic, this number shrank to an average of 30 days, and this year it has flattened out to 32 days. Studios hoped to capture more home video revenue by shortening the windows.The availability of affordable and competing ways to watch movies at home has changed moviegoers' habits. People are less likely to discover movies that aren't heavily marketed. The overlap between seeing a film in the cineplex and being able to watch it at home has increased, but it doesn't account for those who didn't go to the theater in the first place.

Incentivizing Moviegoing

Dine-in movie theater chains like Alamo Drafthouse have focused on making movies must-attend events. They offer interactive movie parties and special experiences to attract audiences. Another option is loyalty programs, which encourage moviegoers to go to theaters more often and take chances on films they might have otherwise skipped. MoviePass, for example, tried to do this but collapsed due to its unsustainable business model.Cameron Daxon, a 35-year-old freelance writer, has seen about 50 movies this year thanks to his AMC A-List membership. He is more open to seeing a wider variety of films now.For Young, his theater attendance has become more sporadic but also more planned. His last casual movie was "Beetlejuice Beetlejuice," and he is now looking forward to seeing "Wicked" with his 7-year-old daughter.In conclusion, the movie industry has undergone significant changes, and theater owners need to find ways to entice people back to theaters. Whether through special experiences or loyalty programs, there are opportunities to revive casual moviegoing and bring back the magic of the big screen.