Beyond Netflix: Hollywood Seeks 'Theatricality' for Box Office Revival

The film industry is facing a stark reality: the US box office has seen a significant dip, currently standing at $7.6 billion for 2025, a considerable decrease from pre-pandemic levels. In response, Hollywood is desperately seeking to recapture audiences by focusing on 'theatricality,' a concept that emphasizes films compelling enough to draw viewers away from the comfort of their homes and back into cinemas.

This shift is driven by the increasing pressure from streaming giants, which often bypass traditional theatrical releases or offer significantly shorter exclusive windows. Studios are now re-evaluating what constitutes a must-see cinematic event, moving away from shorter theatrical runs and exploring strategies to reignite interest in the big-screen experience. Concepts like 'theatrical intent' are becoming a central obsession for executives.

From technological spectacles like James Cameron's Avatar sequels to the real-life stunt work of Tom Cruise, the industry is experimenting with various approaches. The goal is to redefine event movies, leveraging everything from intellectual property and visual effects to star power and unique audience experiences like 'Barbenheimer' to ensure cinema's future viability.