Universal chair Donna Langley says that the film industry is continuing to dodge and weave what the COVID-19 pandemic throws at it, but that the “new normal,” whatever it ends up being, would have happened even without a virus shutting down theaters
And Universal is being conservative as it looks at the coming months.
“None of us really know anything. If you look back a year ago, we certainly thought the industry or theatrical moviegoing, would be back in full swing by now,” Langley said. “We are anticipating the [theatrical] market to be down by 20 percent going forward, and for it taking a long time to get back to those pre-pandemic numbers.”
However, while other studios are exploring how they can merge their theatrical distribution plans with their streaming ambitions, Langley says Universal remains committed to the theatrical experience. “The way that we as a film studio monetize our content is for it to begin in a theatrical window, with a big marketing campaign behind it,” she added. “That big marketing campaign and the theatrical footprint is what makes
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