As 'Tenet' Arrives, U.S. Box Office Recovery 'Won't Be Instantaneous'

A sigh of relief swept through Hollywood on Aug. 28 when Warner Bros. reported that Christopher Nolan’sgrossed more than $53 million in its international debut from 41 markets. The number came in well ahead of expectations as the domestic box office braces for a long and slow recovery amid the ongoing pandemic.is the first major test in terms of how many moviegoers are willing to return to theaters in the U.S., where the $200 million film lands Sept. 3.

U.S. cinemas began opening in earnest in preparation for Nolan’s film. This week, the list of states where movie theaters can reopen welcomed both New Jersey and Maryland. And in California, counties meeting certain criteria in terms of the number of COVID-10 cases can authorize theaters to reopen . The three states still entirely off limits in terms of moviegoing are New York, North Carolina and New Mexico.

The nature of moviegoing has changed radically, and industry observers agree that its resurgence will be based on word of mouth — although not the traditional word of mouth about how a particular movie plays but rather about how safe a consumer feels in a cinema. Theaters, which are operating at reduced capacity, have instituted a raft of safety and social distancing protocols that include requiring patrons and employees to wear masks.

Opines box office analyst Jeff Bock of Exhibitor Relations: “In terms of opening films in the middle of a pandemic, the U.S. must realize that many overseas territories have dealt with COVID much better than we have. Thus, audiences [abroad] are much more willing to go to theaters.”

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