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Only 7% of us say we’re ready to return to movie theatres. Cruise ship implications?

PortandTerminal.com, May 12, 2020

LOS ANGELES, CA – Going to the movies and taking a cruise has a lot in common. Both are pleasurable, discretionary leisure activities that involve being amongst large groups of strangers. Food, drink and fun are also key components of both experiences. Heck- some cruise ships even have movie theatres onboard.

Movie theatre
Carnival Cruise features its “Thrill Theatre” on three of its ships

So when Screen Daily recently published the results of a Screen Engine/ASI survey amongst 27,000 people aged 13 to 64 about their willingness to return to movie theatres post coronavirus lockdown it caught our attention.

Here are some of their key findings.

People lining up at the concession stand at a movie theatre

  • Only 7% of Americans say they are ready to return to movie theatres
  • 54% say they do not know when it will be safe to be in a crowd
  • 36% say they plan to avoid large groups of people
  • 51% of respondents would want to be sure theatre operators were taking all necessary precautions before they returned
Some ports are as nervous as movie goers

The survey found women particularly aged over 50 to be more apprehensive than men, with 58% needing assurances on public health safety at theatres before they would return compared to 44% of the opposite sex.

Overall, the well-being of loved ones and concern for the economy topped the list of biggest concerns for the week ending May 2. More than half of all Americans surveyed said they were very concerned about the coronavirus, up 100% from when the question was asked eight weeks earlier.

The report concluded that as the public remains wary of returning to crowded experiences, theatre chains need to mount an effective messaging campaign to restore confidence, especially at a time when the internet has radically changed consumer behavior.

With all of that being said, we also reported last weekend that Cruise Planners, a company that books cruises on Carnival Cruise, said bookings shot up by 600% when they announced that cruises would begin August 1. The spike is a 200% increase over the same time period last year.

We’re all about to find out one way or the other when Carnival starts cruising again 11 weeks from now on August 1.

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