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It could be a sign that exhibitors are feeling good about their recovery.
In the late summers of 2022 and 2023, Cinema Foundation (a division of the National Association of Theater Owners) celebrated “National Cinema Day.” A promotion designed to goose movie attendance post-Covid,most theaters showed all films for $3 (2022) or $4 (2023). After skipping 2024, a version of it will return in 2025 — with some significant changes.
Gone is the promise of deeply discounted tickets. Instead, Cinema Foundation announced four discrete dates for “@ The Movies” that appear to target specific audience sectors. January 19, the Sunday of Martin Luther King, Jr. weekend, the offer is “National Popcorn Day” with discount concessions. “Sneak Peek Saturday” on April 19, about two weeks after CinemaCon, will debut footage and trailers from highly anticipated upcoming movies shared at the convention.
There’s also “Date Night” August 15 and “Family Day” November 9, but Cinema Foundation offered no further details around those events.
While “@ The Movies” could include some version of cut-rate admissions announced at a later date, the bespoke approach may speak to the criticisms of the original marketing push. Not only was it difficult to find a date without a major new release, but also the massive crowds put some theaters and neighboring business under tremendous stress, including serious incidents.
The themed dates are spaced out once per quarter, for one day a weekend. Cinema Foundation said its representatives are now in discussions with studios with further specifics to be announced. Studios will determine the exceptions on minimum ticket prices for film rental calculation, a significant concern during previous National Cinema Days. If “@ The Movies” includes discounts, they will apply to far fewer moviegoers.
Here is the framework announced by the Cinema Foundation:
National Popcorn Day (January 19)
The Sunday of Martin Luther King Jr Birthday weekend will have theaters reduce concession prices led by popcorn and other bargains.
Sneak Peek Saturday (April 19)
NATO’s annual Cinemacon convention debuts footage and trailers from highly anticipated upcoming movies, some of which are otherwise never seen by the public. The plan here is to present much of what is premiered there by studios as one program, presumably for most for the first time. (In the past, some trailers and other footage has gone to social media right after it shows at Cinemacon).
There will be some sort of charge for this, but likely minimal compared to normal tickets.
Date Night (August 15)
Perhaps not coincidentally, this Friday is the half-year mark from Valentine’s Day. Discounts and promotions to be included are TBD.
Family Day (November 9)
Again, specifics haven’t been announced (and, like other days, plans may vary by theater), but this incentive targets families attending together. Set for a Sunday, it could include elevated special programming aimed at theaters.
“The Cinema Foundation is committed to this year-long campaign by offering exhibitors opportunities to engage with their communities in fun and exciting ways,” says Bryan Braunlich, Executive Director of The Cinema Foundation. “This is the result of months of hard work and collaboration among our industry partners, and we cannot wait to invite moviegoers across the country to participate in what will be continued enjoyment at the movies.”
Michael O’Leary, NATO president and CEO, at CinemaCon 2024Getty Images for CinemaConThis evolution comes under the leadership of Michael O’Leary, now NATO president and CEO. There had been some question of how this significant event, developed under previous chair John Fithian and Cinema Foundation president Jackie Brenneman, would evolve after their departure.
Fandango will once again be a sponsor for the events.
English (US) ·