![]() ![]() "It's an opportunity to see a movie again, or see a movie that they were maybe on the fence about," she says. In addition to being a "thank you" to fans who returned to movie theaters in droves during the summer blockbuster season - Tom Cruise's "Top Gun: Maverick", for example, has earned the sixth highest domestic gross ever with its $692 million haul - the hope is that people who haven't been to the movies in a few years might be tempted to visit their local theater. "It gave a model template for how we could do something at that scale in the United States," she says. ![]() Jackie Brenneman, president of the nonprofit Cinema Foundation, tells CNBC Make It that the idea for a national movie theater holiday was in the works well before 2020, but that the Covid-19 pandemic forced those plans to be postponed.Īfter Regal Cinemas parent company Cineworld held a similar event in the UK in February to great success, Brenneman said planning began in earnest to replicate the promotion across the pond. ![]()
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