Euphoric reviews and strong word of mouth helped boost ticket sales, which easily exceeded the expectations of preview analysts. “Top Gun: Maverick” received a rare A-plus rating from ticket buyers in CinemaScore exit polls. Paramount also supported the launch with a smart marketing campaign that included a monumental premiere on an aircraft carrier; a video stunt with James Corden that went viral; promotion by hundreds of TikTok and Instagram influencers; a website that allows fans to generate personalized ringing tones with augmented reality photos; and original Lady Gaga songs. As always, Cruise trotted around the world on a tightly controlled advertising tour.
In the United States, worries about coronavirus seem to have faded. About 85 percent of pre-pandemic ticket buyers (those who watch at least four movies a year) currently feel safe going to the movies, according to a survey by the National Research Group, a film industry consultant. . In January, about 65 percent felt safe. NRG data shows that consumers generally see movie theaters safer than gyms, bars and restaurants.
“This is the real twist,” said Mooky Greidinger, CEO of Cineworld, which owns Regal Cinemas, the No. 2 multiplex chain in the United States. “We are very, very optimistic for the rest of the year.” He noted that a large percentage of Top Gun: Maverick ticket buyers opted for premium price projections in large format venues such as IMAX. “Give us a movie like‘ Top Gun! ’Every weekend,” he said.
For the first time since early 2020, Greidinger and other theater owners will achieve their desire. The box office has struggled to recover in part due to the sporadic production of the studios. “We’d have a really big one and then nothing to follow,” Fithian said. “Spider-Man: No Way Home,” for example, was a giant in late December and January, earning $ 1.9 billion worldwide. But he also had theaters largely for himself, with a February with almost no big-budget deals.
In the coming weeks, Hollywood will offer a series of killer sequels and prequels, such as “Jurassic World: Dominion”, “Lightyear”, “Minions: The Rise of Gru” and “Thor: Love and Thunder”. Other high-profile summer deals include “Where the Crawdads Sing”, “Elvis” and “Nope” by Jordan Peele. Theater owners also have high hopes for “The Black Phone,” a Blumhouse thriller, and “Bullet Train,” starring Brad Pitt.
“Finally there is a range of options for viewers of all kinds,” Fithian said. “Cinema begets going to the movies,” he added, with trailers showing in cinemas one weekend fueling attendance the other.