The film “Taylor Swift: The Eras Tour,” which hit theatres Thursday, generated $6.2 million in pre-sales for Cineplex Inc., making it the Toronto-based company’s most successful event for pre-sales.Sara Moore, Cineplex’s executive-vice president and chief marketing officer, said she and the company were “giddy” about the film’s premiere. It was originally set to open on Oct. 13 before Swift moved up the release by a day, citing “unprecedented demand.
The chain managed to find space for the film to screen at 120 theatres Thursday, but its four-week run will see the movie make it to 150 cinemas throughout the country. Swift’s concert movie will give fans who couldn’t snatch tickets along with those wanting to relive the experience a chance to see her perform for the price of a movie ticket.Moore is already hearing that fans plan to dress in elaborate outfits, sing their hearts out and exchange friendship bracelets like they do at the star’s shows, which still have dozens of dates across the globe on the calendar.
Rather than use a distributor to get her film out there, Swift is breaking the traditional model and negotiated directed with U.S. cinema goliath AMC Entertainment and sub-distribution partners Cineplex, Trafalgar Releasing in London, Variance Films in the U.S. and Cinepolis in Mexico and Central America.
At the same time, the pipeline of new releases is poised to slow, since talent represented by the Screen Actors Guild-American Federation of Television and Radio Artists union remains on strike even after the previously striking writers’ union ratified an agreement recently. The shine Swift’s film has put on the fall movie slate also helps theatres, still recovering from COVID-19 pandemic shutdowns, build on a particularly successful summer.“Barbie” broke box office records, especially when paired with Christopher Nolan’s atomic bomb epic “Oppenheimer.” In their debut weekend alone, Cineplex set its highest summer box office weekend record of all time, bringing in over $19 million in box office revenue and welcoming 1.4 million guests.
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