cinemas reopening

Source: Free for use / Alan Mushen

Cinema audience / The Tyneside Cinema, Newcastle

National Association of Theatre Owners and Independent Cinema Alliance have thrown their support behind the inaugural Cinema Week in the US, a six-day nationwide event in June to encourage patrons to return after a year of devastation due to the pandemic.

The showcase of exclusive in-theatre content, activations, merchandise and special guests runs June 22-27 and involves the participation of more than 28,000 screens from independent, regional and national circuits.

Giants AMC Theatres, Cinemark, and Regal are on board, as are Landmark, CineLux, National Amusement Showcase, Classic Cinemas, Marcus, and Maya, among others.

Cinema Week activities will vary depending upon location. Cinema-goers will experience events after they buy a ticket and enter the venue. Details of activities related to specific sites will be announced soon.

“Movie theaters connect us. They are where stories are shared and discussed in a communal experience,” said Brandon Jones, executive chairman of the founding committee of Exhibitor and Studio Partners for Cinema Week.

“Following such a challenging year, I’m humbled by the enthusiasm and support from our sponsors and partners who want to help us remind audiences that the magic happens when you go to the movies. There’s nostalgia there. It’s where we go for entertainment, and by launching Cinema Week, we want to preserve the culture of going to the movies.”