After 18 months of remodeling, Regal Union Square in New York was hoping to welcome moviegoers to the theatrical experience of the future.
The Manhattan branch went through an extensive facelift, changing the 14-screen theater to a 17-screen location. It now includes a panoramic Screen X, as well as an enhanced 4DX experience which combines smell and motion to the filmgoing experience. It's added a bar, as well as a Lavazza coffee shop downstairs. The building is intended to be one of the flagship experiences in the Regal Cinema's chain.
"We've had enough of being locked up in our homes, watching movies on handheld devices, TVs," said Regal Cinemas regional director Andy Stone. "It's all about going out, socializing, and sharing an experience."
It looks like they'll have to wait a little bit longer. Because of the coronavirus, New York movie theaters are still under orders to remain closed.
On top of that, the U.S. filmgoing public seems a bit hesitant to return to the movies, even if theaters are given the green light by local governments. Many were hoping that the release of films like The New Mutants and Tenet would kickstart the movie theater business. As of September 28, only New York, North Carolina, and New Mexico have not reopened indoor movie theaters, though some large cities like Los Angeles have kept their theaters shut.
But The New Mutants has only grossed $19.5 million since it was released on Aug. 28, while Tenet has brought in $41.2 million since September 3. Both movies have fared better internationally, with Tenet making over 85 percent of its ticket sales overseas.
Even distributors are backpedaling on this year's slate. Though there are several movies still on the docket, including the latest James Bond film No Time To Die" and the third installment of the Kingsman series The King's Man, other companies are delaying their films. Disney has pushed back its Marvel blockbuster "Black Widow" until May 7, 2021, over a year from its original May 1 release date. It will also change release dates again for other Marvel movies — Shang-Chi and the Legend of the Ten Rings to July 2021 and Eternals to November 2021. The company is also moving Steven Spielberg's West Side Story from this December to December 2021.
Meanwhile, Warner Bros. Wonder Woman 1984, which was expected to open this week, has been pushed back to December and STX Films' Greenland has a release date that currently stands at TBD.
Regal's Stone says that for any movies that do release, Regal Union Square and its sister branches are ready to run them for the public. In addition to updating its air filtration system, it has other new safety rules in place, including a requirement to wear masks. Hand sanitizing stations are easily found, and plexiglass dividers have been installed to put a barrier between patron and employee. Its ticket sales system is set up to restrict crowds to meet government requirements on capacity.
It's also updated ticket buying so people can scan their tickets themselves on their smartphone. You can also order your popcorn and snacks via an app and pick it up at the end of the counter, eliminating the need to interact with concession employees. Many of these modernizations were in development before the pandemic and ready in time for the age of social distancing.
"As a business, you know, we really do embrace technology," Stone explained. "And during this time what it's done is actually given us that opportunity to work through some of the technological changes that we were looking to implement."
In addition to serving cinephiles, Regal is also eager to reopen for the many employees who work at the theaters. The company has had to furlough most of its staff as theaters remain shuttered. Revenue has been down 99 percent year-over-year.
Stone, who started his own theater career as a concessionist popping popcorn and worked his way up, pointed out his journey is not a unique one. While many teens and young adults work at movie theaters, many chains like Regal have career progression plans which can employ people for life. Closed theaters cut off their livelihood, in addition to the third-party vendors that rely on the movies for business.
"It's more than just serving from behind a concession stand and cleaning an auditorium," he explained.
He has his fingers crossed that Regal Union Square will be able to open its doors soon.
"Although there has been a period where we have been starved of our movies, there's still so much more to come," Stone said.
