8:50 a.m. PDT 4/20/2021
through
Pamela McClintock
“It’s time to get off the couch,” said Brandon Jones, one of the event’s founders.
A broad coalition of theater owners is hosting Cinema Week, a six-day event in June to revitalize the film world as the film industry emerges from the COVID-19 pandemic.
Thousands of movie theaters across the country will showcase exclusive content, offer exclusive merchandise and arrange special guests including filmmakers and talent. The event will take place June 22-27.
“The theatrical experience is very important, and we are a better society for it. That’s what we’re going for entertainment, and by launching Cinema Week, we want to preserve the culture of going to the movies,” said Brandon Jones, one of the designers. of the event serving as executive chair of the Founding Committee of Exhibitor and Studio Partners for Cinema Week.
“It’s time to get off the couch,” said Jones, who previously led marketing at a mid-sized theater chain before starting his own company.
Cinema Week is supported by the Independent Cinema Alliance (ICA), the National Association of Theater Owners (NATO), dozens of movie theaters, and numerous sponsors, including Atom Tickets. More than 28,000 screens from mega hosts AMC, Regal and Cinemark, regional circuits and independent chains will participate.
“We want to educate all ships, and we want everyone to be successful,” said Melissa Boudreau, Cinema Week’s head of marketing. Like Jones, she previously worked for a medium-sized chain. “And we work in the background to get filmmakers involved.”
Cinema Week activities vary depending on the location. Moviegoers will buy tickets as usual and when they arrive at the theater each experience will be unique.
“Nothing compares to the truly awe-inspiring experience of seeing a movie on the big screen with picture and sound technology that cannot be replicated at home,” said Wanda Gierhart Fearing, Cinemark’s global executive vp and chief marketing officer. “Cinema Week was created in collaboration with exhibitors and our studio partners to celebrate the immersive, cinematic experience with moviegoers as theaters reopen across the industry.”
Rich Daughtridge of the Independent Cinemas Alliance added: “The ICA and our members represent more than 5,000 screens and will do our part to support the marketing and advertising initiatives and advance this inaugural event. We see this as an opportunity to celebrate cinema visits and to strengthen the communities in which our members operate their locations. “