Movie theater owners say Zendaya and Tom Holland are lucrative actors

Will the great movie theater really finally be reset?

Even as Hollywood continues to predict a long-awaited industry recovery, domestic box office revenues remain frustratingly below pre-pandemic levels. Already, 2026 is off to a strong start, and movie theater operators believe this year’s releases have what it takes to get their business back on track (for real this time). More importantly, Hollywood has released 113 movies, the most in the post-pandemic era.

But there’s a lot more to consider than just the movies that are getting attention. Exhibitors need to rethink ticket and discount prices, keep bathrooms clean, and find ways to improve the overall customer experience. As Hollywood heads to Las Vegas for the annual exhibition industry trade show CinemaCon, theater owners are discussing ways to increase attendance.

bob bugbee

B&B Theaters CEO
Circuit based in Missouri with 53 locations in 16 states

What are the biggest obstacles to getting audiences into theaters?

We have a wide variety of movies available throughout the year. Since COVID-19, we’ve had some great movies for the holidays, but then nothing much to keep people in the habit of going to see them well into January. We need studios that release movies all year round, not just all their movies in the summer and Christmas.

What will be the unexpected hit of 2025?

“Superman” did better than expected. “Sinners” was a big production. It was just right. Moreover, it’s an original IP, so I’m really looking forward to it.

What genre would you like to see more of?

Romantic comedies used to do really well, but not so much anymore. And because family movies are really good for us in the Midwest.

How many trailers should I ideally show before a movie?

We try to stick to a 15 minute pre-show. Anything beyond that would be closer to 20 minutes, which is way too long.

What is the most underrated commissary snack?

We sell a lot of cotton candy. Finished fresh. It’s a little tedious, but it’s fun and the kids will love it.

Which is a bigger problem: talking during a movie or texting?

Send text message. We work hard to prevent that from happening. Before the movie begins, a message appears on the screen that says, “Please turn off your mobile phone.” It’s hard for people to put away their phones.

Is it a reclining seat or a regular seat?

Well, the audience said they like recliners. Other seats last for years but are very expensive to maintain. Recliners constantly need to be replaced or repaired and are very expensive. I wish we had the old seats, but the recliner is what the customer wanted, so that’s what we’re doing.

What will be the highest-grossing film of the year?

It’s called “Spider-Man: Brand New Day.” There is really a need for it. The last one was really strong and everyone loves Peter Parker.

Greg Marcus

Marcus Corporation (parent company of Marcus Theater) CEO
The Milwaukee-based chain has 78 stores in 19 states.

What is your biggest obstacle as an exhibitor?

theater window. If you want to maximize the value of your movies, window treatments will work forever. But the truth is that (by shortening the screening period) we are training people not to go to the movies at all. It’s training them to wait until they get home for something they perceive to be free. Cohering around a consistent window is very helpful.

Does price affect movie viewing?

We should be sensitive to it. Movie ticket prices have remained close to inflation. However, because they had to incur various costs, such as increased movie rental fees and distribution costs, their profit margins were never high. With fewer films and shorter screening periods, there was no choice but to increase concession prices. We have to be very careful about that. Movie-going should still be the cheapest form of outdoor entertainment.

How do you make up for a slow month?

Reduce costs wherever possible. You can play alternative content, but this business isn’t built that way. Built for national release. If a great at-home experience is our only headwind, and we’re not dealing with shortened business hours, product shortages, and expensive movie rentals, alternative content could help us get through the down months. But if you’re asked to overcome a 20% drop in box office revenue with alternative content, it’s going to be difficult.

How big a problem is texting during movies?

If you go to a teen movie on a Friday night, you’re likely to see a lot of people texting. But if you went to see the same movie on a Wednesday night, you wouldn’t see it. It depends on the audience it draws. When I went to M3GAN with some friends, there were a lot of high school students playing with their smartphones. I thought, “Yeah, that’s what high school kids do. If you don’t want to see that, you shouldn’t go on a Friday night at 7 o’clock.” Sometimes people are not polite. Otherwise, I don’t think there will be any major problems.

mike bowers

Harkins Theaters CEO
Circuit based in Scottsdale, Arizona with 30 locations in 4 states

What is your biggest takeaway from 2025?

The original movie did very well. Look at Warner Bros. Last year I had an incredible streak. “Sinners” was a huge hit, earning incredible box office returns and awards.

Are you worried about Warner Bros.’ sale to Paramount?

We’re always concerned about integration and how it affects the availability of major releases. There’s no reason to doubt Paramount’s sincerity in its efforts, but we should consider how this has happened in our industry in the past. Historically, consolidation has led to fewer wide releases and less diversity in film products.

Who are today’s banking stars?

Brad Pitt and Leonardo DiCaprio are still taking people to the movies. Ryan Gosling — look what he did in “Project Hail Mary.” I would like to add that the success of “Marty Supreme” is due to Timothée Chalamet. Zendaya and Tom Holland are the next generation. Austin Butler is a rising star.

Are popcorn buckets still in fashion?

Yes, but we need to think carefully about what they actually are. They are meant to add whimsy and fun to the movie. If you think popcorn buckets are such a big revenue source, you’re completely missing the point. My company is pursuing very high-end popcorn containers, and we expect to run out of containers within the first 48 hours. They have value, but ultimately the goal is not to just flood the market with something that is neither valuable nor unique.

What does Hollywood get wrong about running movie theaters?

How amazing the movie-going experience is all over the country. Our industry has invested billions of dollars in moviegoing since the pandemic. I’ve been in this industry for 40 years, and the industry has changed dramatically in that time. Forty years ago, there were tightly packed seats, motionless, and small screens. And now you have a great audiovisual presentation, a big screen and a comfortable, wide rocking seat at your fingertips. We offer a wide range of food and drinks. It’s just night and day.

Which streaming movies should have premiered in theaters?

“Frankenstein” received the most requests thanks to Guillermo del Toro.

Daniel Fastlicht

The Lott Co., Ltd. COO
La Jolla-based eat-in chain with four locations in Southern California

Who are today’s banking stars?

Margot Robbie is someone who can appeal to all four quadrants. We saw it happen again in Wuthering Heights. Leonardo DiCaprio also has a stardom effect.

Are studios keeping movies only in theaters long enough?

Studios make decisions based on specific films and their performance. It doesn’t help the industry because studios sometimes stream movies early, which tends to confuse consumers. That way, consumers will wait until they can watch it on a streaming service. Because of such recognition, theater requires a (defined) window.

Does price matter in a dine-in space?

In today’s economy, price is an important factor for many people. Our ticket prices are the same, if not cheaper, than those of our competitors such as AMC. We did an analysis of food and beverage prices and believe they are in a pretty good range. It may cost a dollar or two more than some of its competitors, but the quality of the product is exceptional. We have everything from flatbreads to wagyu burgers to sliders. We believe that the quality we offer is worth the price.

What is your best-selling food item?

We serve a lot of families, so our best sellers are chicken tenders and sliders. After popcorn and soda, of course.

Should it cost more to watch blockbusters?

i don’t think so. If we start charging more for blockbusters, the studios will receive the lion’s share of it, but that won’t necessarily help theater owners. We also know that for some stores, higher ticket prices are likely to reduce attendance. So even if tickets were 30% or 40% more expensive than any other movie, I’m not sure a movie like The Avengers would be able to maintain the same box office numbers.

Have you had to get more creative with your marketing?

We created a program called “Girl Dinner.” Dinner of a small Caesar salad, penne pasta, fries, and a girl-themed movie. We have produced “How to Lose a Guy in 10 Days” and many romantic comedies. The target audience is from 21 to 36 years old. It was phenomenal. It’s sold out at all stores. Well, that’s… What is “Girl’s Dinner” like for people who are into Marvel, or are you into documentaries?