Over the past year, major studios have been holding nationwide pay preview screenings of their movies a night or two before they actually open on Thursday evenings. They often did this pre-pandemic, but in the post-COVID mindset, these studios are primarily, exclusively choosing premium format screens for these pay screenings — in an effort to make more money and entice fans of franchises and/or stars to experience these films in bigger ways.
My “No Time to Die” IMAX screening last October was packed. It felt like an event (though the film itself was underwhelming). The anticipation was equally high at the crowded ScreenX-exclusive “Ghostbusters: Afterlife” screening last November, with a father and child even dressing-up in “Ghostbusters” attire. Worth it for most attendees to pay an extra few dollars to see the film this way (with 270-degree views) one night early.
In February, 20th Century offered early “Death on the Nile” screenings in Regal’s RPX format, Bow Tie Cinemas’ BTX format (now adopted by AMC Theatres) and IMAX. Warner Bros. held two nights of pay screenings of “The Batman” in March: night one in IMAX and night two in RPX (another packed crowd).
Parents had no problem taking their kids to see “Sonic the Hedgehog 2” in RPX and BTX on a Wednesday evening (school night) in April. 6pm start time probably helped. The youngsters were into the zaniness and action, clapping and cheering in certain moments. The parents enjoyed Jim Carrey’s antics. Those of all ages had on Sonic T-shirts and even pajamas.
Paramount’s “Top Gun: Maverick” RPX and IMAX screenings in May cost $23.95 and $26.45, respectively, a ticket. But that didn’t matter. The experience of seeing this on a massive screen with the dynamic sound… two nights early…: spectacular. Disney held pay preview screenings of “Lightyear” in RPX, IMAX and BTX in June.
A week later Warner Bros. served-up RPX “Elvis” screenings. The one I went to included a guy dressed up as The King (he might’ve actually been an impersonator). And afterwards I took a photo for a group of 20 diehard Elvis fans who have been to Graceland and were very pleased with the movie. This past Tuesday Sony chose to put “Bullet Train” on RPX, BTX and ScreenX screens two nights early, with decent turn-outs.
Which films will studios do early pay premium format screenings for this Fall? Maybe “Black Adam” and the “Shazam!” sequel from Warner Bros. and/or the “Black Panther” and “Avatar” follow-ups from Disney and 20th Century. Sony may do it for “Devotion” and Universal could offer “Halloween Ends”. One thing’s for sure: this trend isn’t going anywhere.