Let’s go to the movies –How are filmmakers bringing back the crowds?

Due to the COVID-19 pandemic and the increasing popularity of online streaming platforms like Netflix, Disney+, and Prime, the film industry has suffered a significant blow – making bringing audiences back to movie theatres, a considerable challenge.
Although theatres have reopened, attendance has not yet returned to pre-pandemic levels. According to the European Audiovisual Observatory, admissions increased by 63% to 117.3 million in 2022, which is still only 67% of the figures seen before the pandemic. The upward trend also continued in 2023, with European cinema attendance increasing by 18.1% to reach 859 million admissions, though this is still 22.9% below the pre-pandemic average from 2017 to 2019.
As the industry searches for new ways to bring back the crowds, this slow sign of recovery has had one notable driving force behind it – the resurgence of movie classics and nostalgia. For example, the recently premiered Mean Girls musical, based on the 00’s pop culture classic, received significant success, grossing over $104 million worldwide. Building on from the Barbie film’s success, the power of nostalgic favourites is gaining momentum, and it seems, these box office hits have created a wave of resurgence for classic films. Indeed, this year there has been a significant increase in planned revivals of classic movies, with upcoming sequels to iconic films, such as Practical Magic, Freaky Friday, and Beetlejuice.
To dive into this latest trend further, here, Terence Rodia, Founder of YOU Management explores this new wave of nostalgia and offers expert predictions on the next big trends in film.
The allure of nostalgia
It’s of no surprise to find that filmmakers are exploring new ways of engaging viewers and staying competitive in an online streaming world, and what better way than to remake or carry on the story of an already beloved, successful movie?
Nostalgia goes beyond just longing for the past – it’s a powerful marketing tool. As consumers seek comfort in the familiar, and filmmakers long to herd the masses back to the cinema, Hollywood is exploiting preloved movies, responding with a wave of sequels and reboots that promise to reignite the magic of their youth.
For instance, the advertisement for Beetlejuice 2 has generated much excitement and engagement online, not only among fans of the original movie but also a younger generation through its casting of Jenna Ortega, the renowned actress known for her portrayal of Wednesday Addams in the hit Netflix show Wednesday. Furthermore, Warner Bros. has capitalised on nostalgia further by reuniting original cast members Michael Keaton and Winona Ryder, which is a welcomed announcement for lovers of the original movie, reflecting strong anticipation among fans, the online community and the broader audience.
Musical revivals
The resurgence of movie classics isn’t confined only to sequels. Movie musicals have become a prominent trend, blending the magic of cinema with the live energy of theatre.
Mean Girls, originally a 2004 film, has already enjoyed success as a Broadway musical before coming to the big screen in 2024. The 2024 movie musical adaptation was the perfect mix of the favourite lines and characters from the original movie with catchy tunes, a 2024 wardrobe makeover and influencer-styled mean girls which brought the film to a whole new era. With Tina Fey at the helm, both writing and producing, the movie remained authentic to the original, with the same humour and heart that made the original film such a cultural phenomenon.
Mean Girls is not the only movie-to-musical success and with the rise in nostalgia gripping filmmakers and audiences alike, we could expect to see more classic movies returning to film in a musical adaptation such as The Bodyguard, The Parent Trap – Identical the Musical or Clueless the Musical being a popular prediction.
Technology, special effects and AI
Technology and more specifically, AI, is a topic that seems to be on the lips of every industry and the film industry is no different.
AI holds a plethora of opportunities for the film industry, with capabilities to make, remake, or revise existing footage being among some of these. With the use of new technology, movies can be constantly revisited, updated and changed to engage new generations. This could mean being able to change endings, restore colour, or create completely new footage from different vantage points.
Other technology advancements have already emerged in films, such as immersive films being used on the popular streaming platform Netflix, allowing users to make choices for characters and change the outcome of the movie. Special effects have equally become a staple of cinematography magic. For instance, Avatar: The Way of Water won the Academy Award for Best Visual Effects at the 2023 Oscars for its innovative use of new technologies and visual effects including the use of a neural network-based facial system, depth composition and new cameras and algorithms.
Seeming to constantly push the boundaries of what’s possible, audiences’ expectations are growing and as such, so are the use of more sophisticated special effects, immersive experiences, AI, and innovative technologies that blur the line between reality and fantasy. It’s fair, then, to say that we can expect to see more advances in technology influencing both film and theatre.
Movie magic
As audiences continue to seek comfort in the familiar while seeking new exciting, and visually impressive experiences, the entertainment industry is poised to deliver a dynamic mix of the old and the new. Exploring nostalgia, filmmakers are reviving cult classics for a new generation, leveraging technological advancements to revive the cinema experience.
Whether it’s through beloved sequels, musical adaptations, or the integration of new technologies, the world of cinema is eager to see the return of audiences, by making the future of film, and its possibilities, more exciting than ever.
Terence Rodia, Founder of YOU Management