In the face of turbulent shifts in the film industry, the voice of solidarity from Charlie Rivkin, President and CEO of the Motion Picture Association (MPA), resonates like a beacon for theater owners. Speaking at CinemaCon, Rivkin articulated a shared vision with cinema proprietors: the desire for captivating films that attract audiences back into theaters. This notion of unity is crucial as we navigate an ever-evolving landscape shaped by contemporary challenges, including the shadows cast by the pandemic. The curtain does not fall on the cinema experience; it merely opens to a new act, fraught with both obstacles and opportunities.
The Commitment to Theatrical Releases
Amidst the uncertainties facing the box office, Rivkin highlighted the commitment from Amazon MGM Studios to release a substantial lineup of 12 to 14 films in theaters next year. This vow not only signals optimism but also cements the belief that theatrical releases still hold immense value. Rivkin’s acknowledgment of the industry’s current instability is a sensitive recognition of the collective anxiety felt by stakeholders. His assurance that the MPA stands by theater owners as a genuine partner emphasizes the need for collaboration rather than competition in an age where consumer habits are shifting rapidly.
The pandemic instigated changes within the industry that many believe have been detrimental to the theatrical experience, leading to reduced foot traffic in cinemas. Rivkin called for studios to abandon these detrimental practices and to prioritize the theatrical release model that showcases the grandeur of film as a communal experience. As demand fluctuates, rebuilding the trust of viewers will require a concerted effort from all parties involved.
Investing in Local Economies
A significant part of Rivkin’s message focused on the economic impact of film production. He articulated the long-term benefits that productions bring to local communities, emphasizing that a single major motion picture could inject $1.3 million into a local economy each day. This staggering figure showcases the potential for revitalization and growth, which extends far beyond the theaters themselves. With a workforce of nearly 1,600 local hires earning wages significantly above the national average, it becomes evident that the film industry is not just about storytelling; it is a critical component of economic infrastructure.
Furthermore, as tax incentives gain traction in states like California—with an impressive 51 films set to benefit from tax credits and an expected $580 million in economic activity—the call for greater investment in film production becomes increasingly apparent. Rivkin’s push for these initiatives underscores the importance of fostering environments where storytelling can thrive, thereby maximizing the opportunities for employment and economic health in communities across the nation.
The Importance of Policy Advocacy
Rivkin’s discussion extended into the essential advocacy for film production at the federal level. His assertion that the MPA aims to connect with policymakers, whether in Washington D.C. or local state capitals, is pivotal in ensuring that the film industry receives the support it deserves. The stakes are high as film production is continuously at risk from competing interests and declining legislative support. The MPA’s efforts to communicate the economic significance of film production are commendable, as they seek to remind lawmakers of its value, not just to the industry, but to every constituent whose job is tied to this creative enterprise.
The balance of power in the film industry is tenuous, and as Rivkin noted, the fight for sustainable practices and incentives must continue. Provision of tax measures that encourage investments from studios is paramount for the industry to flourish. Without these supports, the risk of runaway production, where films are made in more hospitable locales abroad, becomes an ever-looming threat.
The Path Forward
Yet Rivkin’s aspiration transcends mere economic arguments—it’s about crafting a collaborative and innovative future for moviegoers. His call to action, especially in partnership with unions and guilds, signifies a movement toward a film ecosystem that doesn’t just survive but thrives amidst changing circumstances. The MPA’s proactive approach to engaging stakeholders signifies a deep understanding that the landscape of cinema requires a united front to truly flourish.
As the theatrical experience faces a renaissance, it is incumbent upon every segment of the industry, from studios to theaters, to cultivate a culture of unity and innovation. This shared vision will be crucial for the redemption of cinema, ensuring that the darkened theaters once filled with laughter, tears, and awe return to their rightful place in the cultural fabric of society. The journey may be laden with challenges, but it is the commitment to collaboration that will ignite a vibrant future for the film industry.