Around this time in March, theaters were expecting the October to be a big comeback month for the theater industry. Between films like Mulan, Tenet, and No Time to Die, hopes were high that cinemas across the country could reopen safely and have a big boom period to make up for all the lost revenue due to coronavirus restrictions. Things haven't quite worked out that way though, with Mulan going to streaming, and Tenet failing to reinvigorate the box office. Now the recent delay of No Time to Die has theater owners pointing fingers at Andrew Cuomo, governor of New York.
The accusation is fairly straightforward: Cuomo, as governor of one of the biggest cities in the country, has influence over a huge portion of potential theater audiences. John Fithian, head of the National Association of Theatre Owners, contends that Cuomo's decision to leave theaters closed indefinitely is hurting the industry, preventing the rebound it desperately needs. In an interview, he declared that the Bond delay was the result of Cuomo's policies: "The failure of Gov. Cuomo to allow movie theaters to reopen anywhere in his state was a principal, if not exclusive, cause of the Bond move. If New York remains closed to theater operations, other movies scheduled for 2020 will move as well. And I just don’t understand it."
It may seem crazy that one city's coronavirus policies could be having such a significant impact on a global film, but Fithian sees it as the natural result of New York's importance to culture and the industry. "New York is a major source of box office, but it also plays a hugely important role in shaping culture. Many important analysts are in New York. Many important journalists are in New York. Many important film critics are in New York. With New York closed, those important opinion-makers don’t have the opportunity to go to the cinema."
While Fithian's take is certainly controversial among health experts, who continue to advise against public gatherings in any form, it does make sense from the perspective of protecting the theater industry. Things continue to be difficult, and Fithian had a call to action for big studios who are still hesitant to put their movies on the big screen. "It’s not just about the profitability of one individual film. I know that sounds like anathema in Hollywood for me to say that, but it’s about the viability of the theatrical release model. Studios need to release their movies now, because delaying their movies for a month or two or three or five will put them in a worse place. So, go for it. Release your movies. Make some money. We need you."
No Time to Die is currently scheduled for April 2nd, 2021.
Source: Variety