By focusing on the rising popularity of interactive digital experiences and new technologies, movie theater chains hope to incorporate what they've learned from the retail, restaurant, and hospitality sectors to create a new movie-going experience in the post-pandemic era. Richard McPherson, senior product manager at Sharp/NEC, was interviewed by Digital Signage Today on how the movie industry can survive and thrive in the 21st century.

Q: How has your professional background given you a unique perspective on the current state of the movie theater industry?

A: I've worked for almost three decades with Sharp/NEC and have gotten to know the needs of our clients in various sectors, including entertainment/movie theater clients.

Q: The pandemic affected everyone intensely, but just how bad did things get for movie theaters?

A: As you have seen in the news, there have been bankruptcies, consolidations (and) fewer major films (let alone any new films) along with a reluctance of some occasional moviegoers in returning to the theater. Fortunately for the industry, major films are starting to increase, also many new films and the number of releases are growing. Production is very high right now and sound stages are running near capacity. Reluctance is mainly seen from the senior crowd — this demographic group will take time.

Q: Leading up to the pandemic, there was a lot of buzz about the theater experience of the future, from 3D+ to new interactive experiences like AR. As theaters combat the dual threat of pandemic jitters and increasingly impressive home theater systems, what is the path forward to regaining audience trust and loyalty? Is moviegoing dead, or will it be reborn as one of the great American pastimes?

To read Richard McPherson's answer, and more of this fascinating interview, click over to Digital Signage Today.