TL;RD: The National Association of Theater Owners (NATO) is hosting a one-day event designed to attract moviegoers to local theaters with discounted tickets. National Movie Day takes place on September 3 and will take place at more than 3,000 participating venues spanning more than 30,000 screens across the U.S. Ticket prices will not exceed $3 for any movie, time slot and format (before taxes and any applicable third-party ticketing fees).
Most major theater chains, including AMC Theaters and royal cinemas participate in the promotion. In addition to discount tickets, select customers will also have access to special promotions in the theater. Trailers for upcoming titles from A24, Amazon Studios, Disney, Focus Features, Lionsgate, Neon, Paramount, Sony Pictures Classics, Sony, United Artists Releasing, Universal and Warner Bros. will also be shown.
Labor Day weekend is historically one of the slowest weekends at the box office, but organizers hope to buck that trend. The summer hiatus has been especially pronounced this year, as some moviegoers have been slow to return to theaters following pandemic-induced shutdowns. The relatively weak list of movies hasn’t helped either.
President of the Jackie Brenneman Film Foundation said that after the return of summer to theaters, they wanted to do something to celebrate the movie buff. “We’re doing it by offering a ‘thank you’ to the moviegoers who made this summer possible and by offering an added incentive for those who haven’t returned yet.”
The Cinema Foundation is a non-profit branch of NATO dedicated to promoting the cinema exhibition industry.
Cineworld Group PLC, owner of the Regal chain, recently said it is considering file for Chapter 11 bankruptcy protection in the US while struggling with billions of dollars in debt. Blockbusters like Top Gun: Maverick and Jurassic Park: Dominion have helped put butts in seats, but still, ticket sales are down nearly 20 percent compared to summer 2019 (pre-pandemic) since about a week ago.
Potential moviegoers are encouraged to check their local listings for participating theaters and tickets. NATO has also established a landing page to help visitors find movies and theaters.