What is 'theatricality' in Hollywood movies?

'Theatricality' refers to a film's inherent quality that creates an urgency for audiences to experience it in a cinema rather than at home.

Why is the box office declining?

The box office has declined due to increased competition from streaming services and changes in viewing habits post-pandemic.

How are studios trying to get people back to cinemas?

Studios are focusing on creating event films, offering unique experiences, and emphasizing the spectacle that only a cinema can provide.

Home / Arts and Entertainment / Beyond Netflix: Hollywood Seeks 'Theatricality' for Box Office Revival

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

9 Dec

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Summary

Box office revenue has significantly declined since 2019.
Studios seek 'theatricality' to lure viewers back to cinemas.
Shorter theatrical windows pressure traditional studios.

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.