U.S. exhibitor Cinemark has been in the news in the past day or so following the company’s CEO Mark Zoradi’s comments about their efforts to re-open in the wake of the COVID-19 pandemic.
While AMC have indicated this week they may have to declare bankruptcy in the near future, Cinemark has so far been surviving the pandemic relatively unscathed thanks to being frugal and relatively adaptive to the market.
Speaking to investors during a recent quarterly results call, Zoradi has been pretty frank about what it will take for the industry to get back on its feet:
“The reality is I don’t think we’re going to be able to get into a full-on rhythm again of product cycles and all that we had prior to COVID-19 until 2022. That’s more production-related than our operation-related because as studios have had to adapt to not being able to do filming and do post-production, they’ve had to move their schedules. Therefore, we’re going to adapt as well.”
Even with the delay of many spring/summer films to the fall or 2021, the lack of filming on major productions for much of this year is going to take its toll on the amount of product coming out and so the road back to something approaching ‘normalcy’ seems a long way off.
In the meantime, Cinemark is heavily focused on instituting enhanced health and safety protocols to make sure customers are safe and healthy while watching films. Zoradi says:
These factors will weigh heavily on the confidence and peace of mind of our employees, guests and community as we reopen our theaters. [We will be] requiring all employees to wear face masks and encouraging guests to do the same.”
So masks won’t be mandatory for cinemagoers? A Cinemark spokesperson clarified the remark later to The Wrap, saying: “outside of those areas where it is required by local mandates, Cinemark will be encouraging – not requiring – guests to wear face masks.”
Currently, it’s being recommended by most health and public safety officials to wear a mask whenever out in public – especially in confined spaces. Masks however make ingesting popcorn and sodas difficult and cinemas rely on concessions being sold to make money.
Cinemark presently readying itself for Christopher Nolan’s “Tenet” which is presently targeting a mid-July release.
