Why Movie Theaters Are Getting Into the Streaming Game
Amid the hard work of reopening after the pandemic, some movie theater chains are venturing into the streaming business — but not to compete with Netflix and the other titans of the home entertainment industry. Instead, chains like AMC, Alamo Drafthouse and most recently Southern Theatres are using in-house premium on-demand platforms to develop their already-existing customer base and to gather data to fine-tune their marketing strategies. Daniel Loria, editor of Boxoffice, believes that it’s a trend that should have happened a long time ago. “This push towards e-commerce and customer data is something we’re finally starting to see in U.S. theaters but is something that really should have started five to 10 years ago,” he said. “It is something we will probably see more of in the post-pandemic period.” Getty Images Southern Theatres, which operates 18 multiplexes across eight southeastern states, is launching its streaming service this month and attaching it to its “Reel Rewards” loyalty program. Subscribers to the program will be able to rent films from all five major studios after their theatrical run and before they are released on streaming.This will help somewhat with ongoing plans by studios to shorten the exclusive theatrical window from its...
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