Movies like 'Barbie' bolstered theater attendance in 2023. Will the rebound hold?

Moviegoers are beginning to return to Seattle-area theaters. But with attendance still down from pre-pandemic numbers, movie theaters are getting creative with how they draw in new customers.

Seattle Times arts economy reporter Margo Vansynghel writes there are signs the theater business is rebounding...maybe.

"2023 was a great year, the best and since the start of the pandemic," Vansynghel told Soundside. "But...we're definitely not there yet."

Last year was bolstered by a few big break out movies — especially Greta Gerwig's "Barbie," which grossed $1 billion.

It was also huge for local theaters, Vansynghel said.

"I've talked to Ballard's Majestic Bay Theater and the president said that 'Barbie' was the highest grossing movie in it's 23-year history."

Theater attendance is up from where it was at the height of the pandemic in 2020, but it's currently trailing 20% to 25% behind pre-pandemic levels. That's meant theaters are finding new ways to get butts in seats.

For the "Barbie" premier, theaters, including SIFF in Seattle, planned big events where people dressed in costumes, took pictures at a photo booth, and ate pink cupcakes.

Those community-organized events and special foods are one way to get people back to the movies. So is more investment in theater luxuries, like fancier seating and better food service options.

But will all these add-ons be enough to get attendance back to pre-pandemic levels?

Vansynghel said what might play out in 2024 is still a big question mark. There isn't another "Barbie" level blockbuster currently slated for release.

"If this were a movie, this would be the point where you're like, 'Oh man, I hope it turns out alright,'" Vansynghel said.

She also pointed out that typical blockbusters, like superhero films, aren't bringing in the same number of moviegoers they once did. That could just be a sign people are getting pickier about what they see, especially in a time when streaming movies is convenient and cheaper than going out, Vansynghel said.