Cinemas are betting on ‘magical’ experiences to rebuild after crisis

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As omens go, there could be few less reassuring than a no-show James Bond.

For many in the cinema industry, the severity of the coronavirus pandemic’s impact on their business began to sink in when the producers of the latest Bond film, No Time to Die, pushed back its release by seven months from April to November. A Bond release is usually a huge production and a draw for cinemagoers – the franchise has grossed more than $7bn worldwide – so the decision to postpone did not bode well for the sector’s future.

“That was the time when people looked each other in the eye and said: ‘This is serious,'” Phil Clapp, chief executive of the UK Cinema Association, recalls.

source:https://www.campaignlive.com/article/cinemas-betting-magical-experiences-rebuild-crisis/1689699