This January, the Varsity Theater on The Ave in the U District permanently closed. First opened in 1940, the Varsity was a locally run theater with a quaint and friendly vibe. It had nice workers, reasonably priced concessions, and assorted movie posters for $1 each. I always enjoyed the charming environment, and more importantly the dirt-cheap tickets for $8, less than half the price of chains like Regal or AMC.
As much as I was saddened by its closing, I can’t say it surprised me. Earlier this year I went with my friend to see Anaconda starring Jack Black and we were the only ones in the theater. A few months before that I went to watch Gladiator II, and while the theater wasn’t completely empty, there was surprisingly low attendance for the opening night of a movie that scale.
The Varsity isn’t the only theater that’s been forced to shut down recently. In the past 5 years, more than 5,000 screens at local and chain theaters across the US have shut their doors. Licensing fees to play movies have been rising, making it impossible for many independent cinemas to keep up. Attendance is waning and businesses with decades of history are simply no longer profitable.
Why is this happening? The underperforming businesses reflect a shift away from long-form media, especially after COVID. Social media platforms like TikTok offer a new form of mindless entertainment that’s easier and more addicting than film. After people got accustomed to consuming their media at home during the pandemic, it seems the culture has never shifted back. The quality of TV has also been rising, pulling attention away from movies. Shows like Severance and The Bear give viewers the same intrigue and complexity of a movie, while being in more digestible lengths. I rarely have the time to fit in a two hour or more movie most days, but a 30 minute episode is always doable.
Another reason for theaters failing is the movies being made. Theater closures can’t be talked about without mentioning the current state of Hollywood. It seems that fewer and fewer original movies are coming out, with a large portion of releases simply being cash grabs that milk an existing IP. Why would viewers spend time and money at a theater when most new releases are soulless and corporate? And for those who do want to watch movies, the rise of streaming services has made most movies available from home, where anyone can watch on their own time with ease.
I don’t think it’s time to completely give up hope on theaters, though. Much of Gen Z has expressed a desire for authentic in-person experiences, which cinema can fulfill. Some theaters are also finding unique ways to bring in business and set themselves apart, like diner services and throwback movie nights. I’m also hopeful that independent filmmakers and studios like A24 can make unique movies that bring audiences back. If theaters and the film industry can adapt to the changing culture, viewership will hopefully return and business will thrive. But if not, saying “let’s go see a movie” could become a relic of the past.
