There’s no doubt that the global pandemic has fundamentally shifted the way people consume entertainment. Several movie theater chains shuttered in the pandemic (such as Pacific Theaters filing for bankruptcy), while streaming exploded, with several new services like Peacock and Paramount+ coming to the small screen. The question remains, what becomes of theatrical entertainment in a post-COVID world? 

Streaming and Theatrical Entertainment Marketing Has Merged

The biggest change we’ve experienced with our clients during the pandemic is the line between theatrical and streaming has blurred. In 2020, we were in the midst of many large theatrical campaigns that stopped abruptly due to COVID. While none of those projects were slated to be streamed for initial release, the major studios had to pivot and decide whether to release them on both platforms at the same time, or stick strictly to streaming, which in turn caused entertainment marketers to redirect their strategy as well.

Regardless of the release platform, MOCEAN’s main focus is to think of the best way to get people interested in watching something. No matter what we’re working off of, whether it’s a redacted script or dailies, the key is to thoroughly understand the world of the film and TV and it’s themes. Since we’re amongst the first (along with other agencies) to receive footage, we have to find the voice of the movie before anyone else has.

While we’re usually fans of these movies, some of our best work comes from collaboratively working with non-fans to get their perspective. Seeing it through their lens helps us find the best ways to hook viewers who aren’t already invested in the movie brand. We live to find the perfect components that really tap into the essence of the project and convey the right emotions that will unite both fans and non-fans alike. We’re essentially creating a brand for people to get excited about, and that holds true regardless of what platform a film finds itself on.

How Working With Entertainment Clients Has Changed

The process of working with clients during COVID has had some major logistical challenges. Back when everyone was working in the same office, editors, designers, writers, music supervisors, and other various departments could all engage and share thoughts in an immersive environment while they bounce ideas off each other, but now it’s changed to where we just post and share. It’s nowhere near as collaborative or symbolic of our culture as pre-COVID. It’s much harder to have those “happy accidents” that occur when creative teams work in person.

But in a very positive way, the shift from phone calls to zoom during this time has allowed us to finally “meet” our existing clients and put a face to the voice, making communication feel more personal. Authentic bonds have formed now that there's more face time, and it’s been especially beneficial when building relationships with new clients.

Looking Ahead at Film Releases

With 2020 and 2021 film slates being relatively empty, there’s been a backlog of studios holding their tentpole films. Huge money has been spent on production and studios are eager to get their films out into the world, which we’re seeing reflected in the jam packed 2022 slate. After the initial influx, we believe it’ll start to level out and return to a more regular release date calendar. Studios will be strategic with their release dates, weighing all their options to ensure the best possible box office returns, but for the near future, it’s going to be a mad rush to release films that have been on hold. 

The Future of Movie Going

While streaming has proven to be mostly recession-proof, especially for families that save on extra costs such as babysitters and concessions, we believe theatrical will come back with a vengeance - which oddly sounds like a movie title! Audiences are yearning to share a moment with other fans, even if the film is available to stream. Godzilla vs. Kong is a great example of this. It was released in theaters and on HBO Max on the exact same day (March 31, 2021), and still earned $13.38 million in the domestic box office opening weekend.

Of course, streaming will continue to grow and evolve, but movie theaters will once again become an event destination that allows people to get out of their house and have a good time. Films big and small that can draw in crowds will likely stay in theaters, while streaming will take advantage of more people wanting to watch their favorite entertainment from home. For example, when Neon and Hulu acquired the rights to Palm Springs, it was released digitally on Hulu and in select drive-in theaters. Hulu claimed that the film broke the platform’s opening weekend record by "netting more hours watched over its first three days than any other film" in the platform's history.

While the major studios are pushing for things to be exactly as they were prior to COVID, it’ll just take some time. We have no crystal ball to predict the future, but we’re slowly seeing theatrical campaigns increase and we know that streaming will continue to build. Both campaign demands have become so fluid; there’s no clear delineation anymore. For us, continuing to help tell a brand’s story in the most effective and engaging way will always be the top priority, regardless of how viewers consume their content.