One of many people smoking marijuana on the Diag during the 53rd Ann Arbor Hash Bash on the campus of the University of Michigan on Saturday, April 6, 2024.
Los Angeles, California – With movie theaters struggling to draw audiences in the age of streaming, industry leaders are considering once-unthinkable changes to bring people back to the big screen. From selling marijuana alongside popcorn to permitting cellphone use during screenings, cinema owners are debating bold strategies to make theaters more appealing to modern audiences.
In states where recreational marijuana is legal, some theatergoers are pushing for the option to buy cannabis products at the movies. Kev Jones, a regular moviegoer at AMC Times Square, who often smokes a joint before a screening, spoke to Variety, saying: “It helps to loosen me up and puts me in a sci-fi frame of mind,” before attending a recent showing of Mickey 17. Jones believes allowing cannabis sales inside theaters could boost attendance, much like alcohol sales in select locations have done.
While marijuana sales at theaters are currently prohibited under New York law, the state plans to introduce event permits and consumption lounge licenses in the future. If approved, this shift could open new revenue streams for theaters and set a precedent for other cannabis-friendly states.
For younger audiences, putting down their phones for the duration of a film is a hard ask. College student Jessica Garcia admits she rarely goes to theaters because she prefers streaming movies at home while scrolling through social media. “If there’s a boring part, I’ll just jump on Instagram or TikTok quick until things get going again,” she said.
Although many cinemas strictly enforce no-phone policies, some industry leaders argue that limited phone-friendly screenings could help theaters appeal to younger audiences. Select cinemas, such as Megaplex Theatres, have even tested in-theater partitions to accommodate texters without disrupting other viewers. While traditionalists may resist this change, the growing demand for second-screen experiences suggests theaters may eventually need to compromise.
With fewer blockbuster films in production, theaters are increasingly diversifying their programming. Companies like Fathom Entertainment are filling gaps in the schedule with alternative content, including live sports, concerts, and sing-along screenings. Last year, the company’s top-performing event was a 15th-anniversary re-release of the animated film Coraline, demonstrating the potential for nostalgic re-releases to attract audiences.
“We’ve evolved beyond just filling empty seats,” said Ray Nutt, CEO of Fathom Entertainment. “Live content is a growing sector of the business, and it’s something audiences want.”
Theaters are also expanding accessibility efforts to attract underserved audiences. AMC and Regal now offer sensory-friendly screenings for individuals with autism, featuring dimmed lights, lower volume, and a relaxed atmosphere. Meanwhile, open-caption screenings for the deaf and hard-of-hearing community are gaining traction, with cities like New York requiring at least 25% of showings to include subtitles.
As streaming continues to reshape entertainment habits, theaters must innovate to survive. Whether it’s embracing cannabis sales, modifying phone policies, or expanding accessibility, one thing is clear: the future of the movie theater experience will look very different from the past.
