Theater Executives Outline Industry Challenges Amid Strong 2026 Start

The 2026 domestic box office has started strongly, with Hollywood scheduling 113 wide theatrical releases for the year—the highest number in the post-pandemic period. Yet, executives from four major chains cite film supply, release windows, and customer experience as key challenges.

Executives from B&B Theatres, Marcus Corporation, Harkins Theatres, and The Lot outlined shared and individual concerns at the annual CinemaCon trade show in Las Vegas. According to statements from executives, the domestic box office has not fully returned to pre-pandemic levels.

Film Supply and Scheduling: A Question of Volume and Variety

A lack of a diverse supply of movies throughout the year is a major obstacle, with releases overly concentrated around holiday periods. Bob Bagby, CEO of B&B Theatres, expressed a desire for more romantic comedies and family films to fill out the calendar.

Mike Bowers, CEO of Harkins Theatres, raised a separate concern: potential industry consolidation, such as a sale of Warner Bros. to Paramount, could lead to fewer wide releases and less diverse film product.

The Challenge of Shorter Release Windows

Shorter theatrical release windows were identified as a significant challenge, with executives stating they may train audiences to wait for films to become available for home viewing.

Greg Marcus, CEO of Marcus Corporation, emphasized this point.
Daniel Fastlicht, COO of The Lot, added that inconsistent theatrical windows can confuse consumers and encourage them to wait for streaming availability.

Pricing, Concessions, and the Customer Experience

On pricing, perspectives varied by segment:

Greg Marcus stated that while ticket prices have kept pace with inflation, concession prices have risen due to increased costs.
In the dine-in sector, Daniel Fastlicht stated price is a factor, but he believes his chain's food quality justifies it. He reported chicken tenders and sliders are bestselling food items after popcorn and soda.
Bob Bagby noted that cotton candy is a popular concession item at his theaters.

Multiple executives identified texting during movies as a common operational issue, with Marcus noting it is more prevalent with teen audiences on weekend nights. Bagby also stated that while recliner seats are popular, they are more expensive to maintain than traditional seating.

Mike Bowers offered a positive counterpoint, stating that the moviegoing experience has improved significantly over the past 40 years due to better technology, seating, and food offerings.

Noted Successes and Strategies

Executives highlighted recent wins and effective initiatives:

The 2025 films "Superman" and "Sinners" performed better than anticipated, with Bowers highlighting "Sinners" as an example of a successful original film.
Daniel Fastlicht described a marketing program called "Girl Dinner," which pairs a meal with themed movie screenings, as having sold out at their locations.
Mike Bowers said collectible popcorn buckets are popular for adding fun but should be exclusive to maintain value.

Future Outlook and Predictions

Looking ahead, executives shared predictions and observations:

Bob Bagby predicted that "Spider-Man: Brand New Day" will be the highest-grossing film of 2026.
Executives named several actors they consider bankable stars who draw audiences, including Brad Pitt, Leonardo DiCaprio, Ryan Gosling, Timothée Chalamet, Zendaya, Tom Holland, Austin Butler, and Margot Robbie.
Mike Bowers stated there were many customer requests for Guillermo del Toro's "Frankenstein" to have received a theatrical release.