NEW YORK — Greg Marcus has been in the movie business for years but he never expected to be urging moviegoers to take out their phones during a film — let alone to be crafting friendship bracelets in preparation for an opening weekend.
Movie theaters are readying for an onslaught like they’ve never seen before, beginning Friday when “Taylor Swift: The Eras Tour” debuts. The concert film, compiled from several Swift shows at Southern California’s SoFi Stadium, is expected to launch with $100 million, or possibly more. Advance ticket sales“This is different,” says Marcus. “Take your phone out. Take selfies. Dance, sing, get up, have a good time. We want to create an atmosphere.
But how did the once declared-for-dead multiplex become the go-to place this fall a pair of stars previously at home on Netflix? Few acts can do what Swift and Beyoncé can. Their expected success is unlikely to be replicated. But “The Eras Tour” could be the start of an expansion of what, exactly, a movie theater can be. Think the Sphere, only much cheaper and in most towns.
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