15:58 PDT 3/19/2021
in
Pamela McClintock
The NRG survey was launched two weeks before ‘Godzilla vs. Kong ‘hit the big screen. The monster showdown has a chance to open with the best pandemic of $ 20 million or more, as cinemas reopen in major North American markets, including Los Angeles. and NY
Hollywood’s leading entertainment research firm, National Research Group, has been surveying viewers weekly since the pandemic began at its comfort level in returning to cinemas.
Thursday this week was a remarkable day.
For the first time since the pandemic paralyzed the theater experience a year ago, those who said they would feel “very” or “a little” good about buying a movie ticket reached a record 57 percent.
This is identical to comfort on Sunday, March 15, 2020 – the Sunday before all U.S. theaters went dark. If this trend continues, the overall comfort level may exceed 60% in the first week of April.
The results came two weeks before Hollywood’s support Godzilla vs. Kong debuts on the big screen and when theaters in Los Angeles and New York – the two largest markets in the country – turn on the lights. Godzilla is also simultaneously premiering on HBO Max. (NRG is not providing tracking numbers for the film.)
Godzilla vs. Kong, from Legendary and Warner Bros., could be a crucial test for the appetite for a box office recovery. So far, the biggest opening of the pandemic has been Wonder Woman 1984, which was launched for $ 16.7 million over the Christmas weekend.
Tracking is strong for Godzilla, leading some analysts to believe that an opening of $ 20 million or more is possible.
Studio executives who received the weekly NRG briefing were also thrilled that the “very comfortable” category currently stands at 25 percent, a pandemic record that predates March 15, 2020.
Among those who claim to have received at least one dose of the COVID-19 vaccine, 61 percent are somewhat comfortable, while 39 percent are very comfortable.
Coinciding with increased comfort, cinema metrics have also visibly improved; 61 percent believe that cinemas are very or somehow safe, a two-point gain ore from a week ago and a new pandemic record for this metric.
In addition, more consumers are aware of whether their local cinemas are open, or 48%, a jump of 6% or more from the previous week.
In addition, 68% of respondents said they will see a movie in theaters in the next three months. This has had a steady upward trend over the past four weeks.