Canadian movie theatre owners are feeling anxious about dual Hollywood strikes and are preparing to show more classic films, cult favorites, and live events if the labor disruptions continue. The strikes involve the Screen Actors Guild-American Federation of Television and Radio Artists and the Writers Guild of America, with the striking stars seeking better wages and protections from artificial intelligence. The strikes have halted the production and promotion of films and television shows, which could lead to a slowdown in content flow as studios run out of completed movies to release. Theatre owners are concerned about the future and the impact on their business, especially considering the challenges they have already faced during the pandemic.
Jeff Knoll, CEO of Film.ca Cinemas in Oakville, Ont., expressed his fear about the strikes and how it might affect the availability of Hollywood films. Film.ca Cinemas has scheduled screenings of various movies, including “Mission: Impossible – Dead Reckoning Part One,” “Indiana Jones and the Dial of Destiny,” “Barbie,” and “Oppenheimer.” However, Knoll is worried that if the strikes continue, studios will have to either spread out their content or postpone releases until after the strike is resolved.
Knoll also highlighted the lack of promotion around films due to the strikes, as stars are unable to participate in events, press junkets, and interviews, hindering marketing efforts. For example, the cast of “Oppenheimer” walked out of their premiere to support the striking workers, and Disney had fictional characters walk the red carpet instead of their stars. Knoll believes that the lack of publicity surrounding movies like “Mission: Impossible – Dead Reckoning Part One” could potentially affect box office performance.
In response to possible content slowdown, Knoll mentioned the possibility of featuring more Canadian films and movies from regions less impacted by the strikes. The Rio Theatre in Vancouver, led by CEO Corinne Lea, also plans to get creative with programming. The independent theatre is accustomed to waiting months for new releases, relying on a rotation of previously released films, burlesque and drag shows, and Canadian hits. Lea noted that Cineplex, the largest cinema chain in Canada, relies more on current content and may face greater challenges due to the strikes.
While the strikes may not have an immediate impact on theatres, Cineplex CEO Ellis Jacob anticipated their effects in the long term. He believed that network TV and streamers would feel the brunt of the strikes, as their content is completed shortly before release. However, theatre owners like Knoll and Lea are closely monitoring the situation, acknowledging the nervousness within the industry.