Cinemark Leads The Charge With Key California Locations Reopening



Alongside the other dominant movie theater location, New York, the continued shuttering of California’s lively movie theater scene has been seen universally as a devastating loss of market share and income alike for the beleaguered exhibition industry. In one of the first pieces of good news, we’ve seen in a long time, it seems there’s a final movement to get key California locations open again, with Cinemark opting to open across a range of their California theaters. Cinemark already has about 85% of its theaters operating throughout the U.S.

The exhibitor, currently America’s third-largest has 13 locations open in the Greater Bay Area. In the last two weeks, we’ve also seen five of its largest Alameda County theaters reopen, joined by at least one San Francisco multiplex and some key locations in Santa Clara county a few days later. 


Cinemark currently doesn't have a whole lot of competition in the state. With California’s strict COVID-19 health precautions on the table, including a rather a punitive ban on concessions being sold within the theater environment in several areas, many complexes have chosen to remain closed despite the green light to reopen.

Conversely, Cinemark has chosen to brave the waters, despite these severe restrictions for Santa Clara and San Francisco. They’ve even opted to offer deep discounts on concessions in those areas where they can be sold, pitching them as ‘Welcome Back’ pricing for their guests.

This allows them, of course, to open with much-hyped Tenet still fresh enough to draw crowds, as well as some other new releases. That said, the scarcity of exciting new movies to pull in the public has led to them creating a nostalgia-filled lineup of old classics in the hopes of still proving an attractive night-out for those tentatively venturing back out into the world.



Will Cinemark’s early dominance of the California market help boost their bottom line? Time will tell, but BLAKE & WANG P.A Entertainment Lawyer wish them luck.

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