By Adam Aron
Plus IconAdam Aron
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Getty Images Of all the great cinematic narrative arcs, there’s something special about the comeback. Think “Rocky,” “The Shawshank Redemption,” “The Natural.” A much-maligned or doubted hero rises and triumphs against all the odds. Goosebumps, every time.
The comeback saga rings ever so true for those in the movie theater industry, and for those millions of moviegoers who love to watch dazzling images on the huge silver screens of theaters. Six seemingly long and sometimes brutal years ago, COVID hit the theatrical distribution business with what many predicted would be a fatal blow. Conventional wisdom callously had it that audiences might never return, especially after the pandemic in 2020 was followed in short order in 2023 by two prolonged industrywide strikes. The result of both was a much thinned-out movie release calendar that for several years hit theater operators hard.
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