All seven major studios are partnering with exhibitors, including the largest U.S. theater chains, and members of the creative community to find a way to convince people to return cinemas.
Greg Foster, former CEO of Imax Entertainment, is overseeing the move and Variety reports that insiders are cautioning that the effort is in the early stages with some elements of the plan being formalised now.
Any major re-opening is contingent on sign off from health agencies, but a major focus for the group is said to be a promotional campaign that will likely involve A-list filmmakers and film stars. They would urge audiences to return to cinemas and explain the new safety precautions that are being widely adopted.
CAA is helping organise an executive committee to supervise the effort, and its deep roster of acting and directing clients are expected to pay a key role in such efforts.
All the marketing material will officially come from the National Association of Theatre Owners, the main exhibition trade group, and the initiative is initially focused only on the domestic marketplace.
