'We're going to struggle this summer': Movie theaters grapple with new reality

Todd Frager doesn't pull any punches about how the COVID-19 pandemic has affected the movie industry — including West Mall 7, the Sioux Falls theater he owns.

"We're going to struggle this summer," he said.

West Mall 7, which reopened on May 22 with a series of safety measures following other, non-pandemic-related closures, hasn't been as busy as Frager would like, even taking into account the fact that auditorium capacity has been capped at 40%.

"I've been pleased with the execution and operation of what we want to do," Frager said, adding that they didn't want to reopen, get overwhelmed and have to close again. "But we're going to need attendance to move in a positive reaction."

Obviously, he's not alone in his concerns. Cinemark Theatres, operators of Sioux Falls' two major movie complexes, said in a June 3 earnings call that they will reopen across four phases from June 19-July 10, with safety measures including physical distancing and staggered show times while offering "library content" at "attractive 'welcome back' pricing."

And AMC Theaters, the world's largest theater chain, said Wednesday that there was "substantial doubt" they could remain in business after closing all their locations.

There's also the secondary effect of whether there are movies to show — the pandemic has pushed back the release dates of many films, and stopped production on others.

It's not as immediate a problem for West Mall 7, which was already showing movies after their primary theatrical run, but it'll catch up eventually.

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And once fall comes around and sports start coming back, a lot of the entertainment-seeking public in the city will still be cautious, he said. "We're gonna have to ride that out."

But it's not to say Frager sees it all as doom and gloom. "When times are tough," he said, "you think of different ways to get revenue."

They'll be running fewer shows per day to maximize profit, he said. They're going to take another run at getting their alcohol license, and they've added the option of private showings for groups.

One of the first movies shown when West Mall 7 reopened was Jaws, Frager said — one of the classic summer blockbusters — and people loved it.

And that's going to be the answer, he said. The safety concerns will get worked out, but the movies will be what get people back in the seats.

"It's gonna take the next 'Titanic,' the next 'Avatar,'" he said. "The next picture that people have to see in a big venue."