• by Wayne Friedman , Staff Writer, May 5, 2025

U.S. theatrical business exists in a rough environment -- with changing consumer behaviors -- factoring in the growth of at-home entertainment.

And now there is a strong possibility of a recession.

While that would seem to be great news, one theater group executive -- Sean Gamble, chief executive officer of Cinemark -- sees hope.

He says that overall, there has been a recent upswing -- at least this year for the theaters amid “an uncertain and evolving macroeconomic landscape.”

And looking specifically at the possibility of a downturn in the economy, he says that during six of the past eight recessionary periods, the North American box office has grown.

“Based on our observations during strained economic periods, people continue to pursue out-of-home experiences, and they tend to prioritize value and affordability,” Gamble said.

It might depend on how one views “affordability” these days. Some pricing could range anywhere from $10 to $15 per box-office ticket -- and many analysts would add in concession-related costs.

What about streaming TV competition? Maybe.

For many, it would be hard to compare the monthly cost of a streaming platform -- say, Netflix -- which can range from $17.99 to $24.99 a month for its advertising-free options.

And yet, when the pandemic hit, streaming -- which was in its early days -- got a significant boost due to rising stay-at-home consumer activity.

Some of the behavior continues. And movie studios have adjusted their production and distribution in response -- shifting some adult-oriented movies to their sister streaming platforms, or narrowing the exclusive window for studios.

Projections for another recession then probably will result in a very different consumer entertainment environment this time around.

The all-important summer movie season is starting up, however.

If a broader range of films can again make their mark -- not just those major comic-book inspired action/adventure stories (think “Barbie” and “Oppenheimer” a few years ago) -- perhaps the movie theater business can find some new life.