Special Screens, Effects Draw More Movie Viewers
2023-05-02
LRC
TXT
大字
小字
滚动
全页
1American Jason Stark's two young sons talked excitedly for months about seeing the The Super Mario Bros. Movie.
2When the film opened this month, Stark decided to make a special event of taking his boys to the show.
3Stark took a day off from work and drove his boys, ages 9 and 6, about a half-hour from their Connecticut home.
4They went to watch the movie at an AMC theater with a large special screen called an IMAX.
5"We got lunch, we went to the movies and had a fun day together," said Stark.
6"They loved it. They were amazed by how big (the screen) was."
7Filmmakers and theater business leaders say movie watchers are seeking such new, interesting experiences.
8American and Canadian ticket sales this year are 16 percent below 2019.
9However, people have attended movies in large numbers for films and showings that use special effects, including Top Gun: Maverick and Avatar: The Way of Water.
10Jim Orr is president of U.S. distribution for Universal Pictures.
11Orr said, "Those that are the most enthusiastic about being in theaters want the biggest, best and most experiential time that they can possibly have."
12Theaters are employing technology to create improved experiences.
13Changes include larger screens, special sound systems, seats that move in connection with action in a film and other environmental effects.
14Market researcher Comscore predicts these special presentations will account for 16.7 percent of U.S. movie ticket sales.
15The company says that number was 9.2 percent in 2019.
16Theater companies continue to build large, special viewing screens known as premium format.
17The total number of premium format screens in North America reached 1,940 in 2022 says Omdia, another research company.
18It says the new number represents an increase of 4.4 percent over the year before.
19Special screen choices include IMAX and various premium large formats created by theater companies.
20The average ticket price to see a movie in the U.S. is around $11.
21Premium screenings usually cost five to seven dollars more.
22B&B Theatres operates 531 screens in 14 states and offers large format screens as well as heated chairs that can be raised and lowered, immersive audio and seats timed to move with a movie's action.
23"Post-COVID, our premium screens are selling better than ever," said Brock Bagby, Chief Content, Programming, and Development Officer of B&B Theaters.
24A movie theater that has many screens is known as a multiplex.
25About half of a multiplex's profits now come from premium formats, Bagby said.
26It was 30 percent of profits before the pandemic, he added.
27Interest in IMAX is growing around the world, IMAX Corp.Chief Executive Richard Gelfond said.
28The company has signed 62 agreements for new or upgraded screens so far in 2023.
29That number is already more than all of the agreements in 2022, the company told the Reuters news agency.
30The company expects gross IMAX box office revenue to reach pre-pandemic levels this year.
31Gelfond noted that Hollywood now sends more action and effects-filled movies to theaters.
32"For these kinds of cultural event films, people want to see them in IMAX," Gelfond said.
33"These films have become more like global cultural experiences...."
34As a sign of its importance, Universal's Orr and other distribution chiefs said they communicate with Gelfond about IMAX screen availability before setting movie release dates.
35This summer will test how much moviegoers want special experiences, said Jeff Bock of the company Exhibitor Relations.
36Large screens will be busy starting in May with Marvel's Guardians of the Galaxy Vol. 3, followed in late July with the film Oppenheimer, and into August, when the shark movie The Meg 2 opens.
37After that, movie release plans are filled with adult dramas, which do not offer the same excitement on a big screen, Bock said.
38I'm John Russell.
1American Jason Stark's two young sons talked excitedly for months about seeing the The Super Mario Bros. Movie. When the film opened this month, Stark decided to make a special event of taking his boys to the show. 2Stark took a day off from work and drove his boys, ages 9 and 6, about a half-hour from their Connecticut home. They went to watch the movie at an AMC theater with a large special screen called an IMAX. 3"We got lunch, we went to the movies and had a fun day together," said Stark. "They loved it. They were amazed by how big (the screen) was." 4Filmmakers and theater business leaders say movie watchers are seeking such new, interesting experiences. American and Canadian ticket sales this year are 16 percent below 2019. However, people have attended movies in large numbers for films and showings that use special effects, including Top Gun: Maverick and Avatar: The Way of Water. 5Jim Orr is president of U.S. distribution for Universal Pictures. Orr said, "Those that are the most enthusiastic about being in theaters want the biggest, best and most experiential time that they can possibly have." 6Theaters are employing technology to create improved experiences. Changes include larger screens, special sound systems, seats that move in connection with action in a film and other environmental effects. 7Market researcher Comscore predicts these special presentations will account for 16.7 percent of U.S. movie ticket sales. The company says that number was 9.2 percent in 2019. 8Theater companies continue to build large, special viewing screens known as premium format. The total number of premium format screens in North America reached 1,940 in 2022 says Omdia, another research company. It says the new number represents an increase of 4.4 percent over the year before. 9Special screen choices include IMAX and various premium large formats created by theater companies. 10The average ticket price to see a movie in the U.S. is around $11. Premium screenings usually cost five to seven dollars more. 11B&B Theatres operates 531 screens in 14 states and offers large format screens as well as heated chairs that can be raised and lowered, immersive audio and seats timed to move with a movie's action. 12"Post-COVID, our premium screens are selling better than ever," said Brock Bagby, Chief Content, Programming, and Development Officer of B&B Theaters. 13A movie theater that has many screens is known as a multiplex. About half of a multiplex's profits now come from premium formats, Bagby said. It was 30 percent of profits before the pandemic, he added. 14Interest in IMAX is growing around the world, IMAX Corp. Chief Executive Richard Gelfond said. 15The company has signed 62 agreements for new or upgraded screens so far in 2023. That number is already more than all of the agreements in 2022, the company told the Reuters news agency. The company expects gross IMAX box office revenue to reach pre-pandemic levels this year. 16Gelfond noted that Hollywood now sends more action and effects-filled movies to theaters. 17"For these kinds of cultural event films, people want to see them in IMAX," Gelfond said. "These films have become more like global cultural experiences...." 18As a sign of its importance, Universal's Orr and other distribution chiefs said they communicate with Gelfond about IMAX screen availability before setting movie release dates. 19This summer will test how much moviegoers want special experiences, said Jeff Bock of the company Exhibitor Relations. Large screens will be busy starting in May with Marvel's Guardians of the Galaxy Vol. 3, followed in late July with the film Oppenheimer, and into August, when the shark movie The Meg 2 opens. 20After that, movie release plans are filled with adult dramas, which do not offer the same excitement on a big screen, Bock said. 21I'm John Russell. 22Dawn Chmielewski and Lisa Richwine reported on this story for Reuters. John Russell adapted it for VOA Learning English. 23_________________________________________________________________ 24Words in This Story 25excitedly - adv. to stir up feeling in 26ticket - n. an object showing that an admission price has been paid 27screen - n. a flat surface on which a picture or series of pictures is projected 28amazed - adj. feeling or showing great surprise or wonder 29distribution - n. the act or process of giving out things 30enthusiastic - adj. feeling or showing strong excitement about 31immersive - adj. providing deep absorption or immersion in something 32drama - n. a play, movie, or television production with a serious tone or subject