Canadian movie theatre owners are closely monitoring the dual strikes in Hollywood and are preparing to showcase more classics, cult favorites, and live events if the labor disruptions continue. As the Screen Actors Guild-American Federation of Television and Radio Artists and the Writers Guild of America demand better wages and protections against artificial intelligence, theatre owners anticipate that the strikes could last for months. The strikes have immediately halted the production and promotion of films and TV shows, which could slow down the release of content as studios and distributors exhaust their inventory of completed movies.
Jeff Knoll, the CEO of Film.ca Cinemas, expressed his concerns about the strikes, stating, “I am absolutely petrified about it”. After barely surviving the pandemic, theatre owners are uncertain about the future amidst the ongoing situation in Hollywood. Despite the uncertainties, Knoll’s theatre has scheduled screenings of movies such as “Mission: Impossible _ Dead Reckoning Part One,” “Indiana Jones and the Dial of Destiny,” “Barbie,” and “Oppenheimer” this week. However, Knoll fears that this flow of Hollywood content, which moviegoers have eagerly anticipated, may dwindle if the strikes persist.
Knoll believes that even if the studios do not adjust their release schedules, theatres will face challenges due to the lack of promotion surrounding films. The strikes prevent stars from walking red carpets, participating in press junkets and interviews, and producing new marketing materials. For example, the cast of “Oppenheimer” showed solidarity with the striking workers by walking out of their premiere. Disney substituted the presence of stars Tiffany Haddish, Danny DeVito, and Rosario Dawson with characters like Mickey and Minnie Mouse, Maleficent, and Cruella de Vil during the star-less “Haunted Mansion” red carpet event. Knoll suspects that the lack of publicity, particularly regarding Tom Cruise, may have contributed to “Mission: Impossible _ Dead Reckoning Part One” underperforming at the box office.
If the release of films slows down, Knoll plans to introduce more Canadian and internationally sourced content that is less affected by the strikes. Film.ca may feature Bollywood films and screenings of hits like “Harry Potter” in their schedule. Similarly, Corinne Lea, CEO of the Rio Theatre in Vancouver, intends to be creative with programming by showcasing previously released films, burlesque and drag shows, and Canadian hits. The Rio Theatre is accustomed to delayed access to current content, so the strikes are expected to have a greater impact on major cinema chains like Cineplex.
In May, when the Writers Guild of America went on strike, Cineplex CEO Ellis Jacob did not anticipate it significantly affecting their business. Jacob stated that network TV and streaming platforms, whose content is completed shortly before release, are usually more affected by such strikes than theatres. However, Jacob acknowledged that the impact might be felt in the long term over the next three years as movies already in the production process are released. Cineplex is hopeful for a swift resolution to the strikes between SAG-AFTRA, WGA, and the AMPTP.
As theatre owners anxiously await further developments in the strikes, the overall sentiment is one of nervousness and uncertainty among industry professionals.
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