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It is no surprise that the movie theatre experience is a huge part of youth culture. However, film lovers and moviegoers missed out on that experience for months due to the COVID-19 lockdowns.

Running any business during the pandemic has been challenging. Movie theatres in particular hit a different type of low because of the countrywide shutdown and many anticipated movies being released on streaming sites. Streaming platforms like Netflix, Hulu, and Amazon Prime have grown in popularity since the pandemic began as many decided it was a great way to pass their boredom being stuck at home. The BBC found that in 2020 alone, almost 16 million people created Netflix accounts in the first three months of the year.

While many were enjoying watching movies at home, theatres being closed had significant financial impacts. Cineplex lost $103.7 million in the second quarter of 2021, according to CTV News. Even as people are starting to go back to theatres to watch movies, the box office numbers for many anticipated movies this year were still not able to compare to the pre-pandemic era.

Fast and Furious 9 ($123 million), A Quiet Place Part II ($145 million) and Godzilla vs. Kong ($100 million) were the closest U.S. and Canada got to a true summer blockbuster. There is no doubt that these movies are beloved among many moviegoers, however, their box office revenue is nothing compared to the era of Avengers: Endgame, The Lion King and Spider-Man: Far From Home, which garnered between $300 million and $800 million in North America alone. While theatres can slowly increase their ticket sales as people feel more comfortable going to the movies, it is safe to say that a lot of the viewer’s experience has changed.

Some people might decide that they will stick to streaming services at home since they’re used to it after one-and-a-half years of lockdown, while others might be excited to see the big screen again.

Streaming movies on Netflix was definitely a huge pastime for me during the pandemic. It allowed me to catch up on shows that I have been meaning to watch for a while and also rewatch some classic movies. However, lockdown did make me realize how enjoyable it is to share the experience of watching a movie with a bunch of strangers.

I remember the era of Black Panther and Infinity War coming out in theatres, and going to watch both movies with some friends. Not only were both movies amazing, but one of the most memorable parts was being able to share reactions of shock, excitement, and sadness with those in the theatre with us. I realized then that even though Netflix is great for being able to watch your favourite movies and shows whenever you like, there is something really special about the movie theatre experience.

Barry Hertz wrote an article for The Globe and Mail where he speaks about going to a Cineplex movie theatre in Toronto for the first time in nine months. He made an observation about the ratio between those who would buy snacks at the cinema and those who would sneak in snacks from outside. This definitely shows how many people missed the movie theatre experience and how so many are excited to experience cinemas in their full form again. “People wanted a genuine evening out at the movies, and they were going to happily pay for that popcorn-nacho-soda combo no matter the markup,” wrote Hertz. “And hey, the freestyle Coca-Cola soda machine was up and running too.”

While many want to experience movie theatres again, reopening a business after a pandemic is not like flipping a switch; many have to start all over again. It is going to take a lot more for movie theatres to get their sales back to the post-COVID-19 days. Whether that would be making chairs more comfortable or updating their menu, movie theatres must do more to attract people to watch movies on the big screen again.