Cinema owners need to make an effort to captivate their audiences and encourage them to return. There is a need to offer a better cinematic experience.
Just been to the cinema. It is my second time since the Covid-19 pandemic ended. My first visit was to watch Oppenheimer, the story about the development of the atomic bomb and the first nuclear explosion that forever changed the world. Oppenheimer drew crowds back to theatres.
The cinema industry has been severely impacted by the Covid pandemic. We saw theatres being closed and the rise of over-the-top media service (OTT). Streaming platforms have changed cinema-goers’ preferences.
While OTT services were a blessing during the pandemic, they now pose a significant threat to cinema because audiences have become too comfortable with their subscriptions. People still prefer watching films at home.
When the Barbie movie was released in 2023, I was eager to watch it at the cinema. However, as it was prohibited in Oman, I had to depend on streaming services.
There's nothing wrong with subscribing to popular streaming providers like Netflix, YouTube and Disney. They offer convenient access to services that bypass traditional cable, broadcast and satellite television platforms, as well as censorship.
However, there are still many reasons to watch films on the big screen. The feeling of total immersion is akin to being transported to the scenes and stories. All the boring things are removed; what truly matters is what is within the frame.
The thrills of the Star Wars theatrical trilogy are more enjoyable on a large screen. Several iconic big-budget films, including Ghostbusters: Afterlife, Top Gun: Maverick, Jurassic World and Gladiator II, are returning.
Fortunately, local cinemas have been gaining small-scale audiences.
With the summer’s sweltering temperatures, people are flocking to malls and cinemas. They are heading to theatres for a few hours of entertainment and to escape into a world of imagination. After all, there is nothing better than watching fantasy on a large, advanced screen with immersive sound, high-quality visuals, and, of course, delicious popcorn, nachos and soda. Shakespeare would have loved cinema.
Innovative thinking is key to boosting theatre attendance. There are discussions in the film industry about releasing films exclusively for the big screen to prevent OTT services from profiting from them.
The recent internationally coordinated effort to revive the big screen is worthwhile; it allows content creators the chance to play significant roles in producing innovative advertising material; it provides job opportunities and it keeps food courts busy with customers. All these are part of the economic cycle – money exchanging hands.
Special events can attract new audiences while also finding new ways to make films culturally and socially relevant. Theatres might get a makeover from private and business events. The live sports screening trend, like the 2025 Uefa Champions League and the 2022 Fifa World Cup, is fantastic, as long as opposing groups do not engage in scuffles.
Younger audiences can learn to enjoy the big screen, while older audiences can rediscover the magic of cinema and be drawn to movie theatres. Documentary films are becoming increasingly popular. Although not theatrical, documentaries can both entertain and educate.
In the meantime, efforts are underway to promote and showcase Oman's film industry. There are plans for a ‘Film City’ aiming to provide production services and encourage local talent.
In Oman, audiences are avid viewers of international movies. Action films are the most popular, followed by family films, animation and horror. Tamil, Malayalam and Hindi productions are also well-liked.
There is something unique about cinema. It is a magical medium that offers an emotional journey; the shared laughter and screams foster social connection, enhance empathy and provide psychological benefits. Let’s be happier together!
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