The Future of Media 3: Repurposing Theaters

The Future of Media 3: Repurposing Theaters January 31, 2025

Image: Flickr

As we continue to think about what the coming new world order for entertainment will be, one question that’s almost (but not quite) a side-note is: what will happen to movie theaters? This isn’t a new question of course. The old stage theaters that had seen their day (especially in small towns) were dealt with, as were drive-in movie lots. Still, it feels different to see the big screens themselves collapsing.

So what will happen to these buildings? Obviously simply remodeling them is an option, and one that is fairly common. Churches have occasionally taken these spaces and turned them to the Lord’s work. This makes sense given the similar size and style (whether it should be a similar purpose is a conversation for another day).

We’ve also seen some revitalization work done by theaters themselves as they expand what they offer. From Taylor’s “Eras Tour” to Presidential debates to stand-up comedy to Cirque du Soleil, you can now watch all sorts of things in theaters. And here’s where I come to my predication about the future of entertainment, possibly my most off-the-wall one of this series:

Theaters have the potential to get in on the social media content act.

By that, I mean theaters (especially urban theaters) in addition to all the other things they already sell tickets for, have the opportunity to reach back into the old practice of the past and put a bunch of shorts before films. “Shorts” in this case not so much meaning “serial adventures designed to get people back in the next week” (though heck, why not give that a try?) as “Youtube/TikTok/whatever short video service the youngsters are watching” played before the movie. Especially if emceed by a celebrity, the old model has the real opportunity to serve theaters well financially while drawing in the younger crowd so they can experience the wonder of seeing something on the big screen with a larger community.

I don’t know that we’ll see this happen, but I could see it being a real marketing opportunity for a struggling industry that is low cost and potentially high yield.

Dr. Coyle Neal is co-host of the City of Man Podcast an Amazon Associate (which is linked in this blog), and an Associate Professor of Political Science at Southwest Baptist University in Bolivar, MO

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