Cinema Summer: Now Might Be Our Only Chance to Make Movie Theaters Cool Again

I have been going to see movies in person for years, but they never really stood out to me as a full event until around 2023. One specific thing didn’t suddenly change my experience — there were just so many movies coming out at that time worthy of seeing in person. We of course had Barbie and Oppenheimer, but also The Super Mario Brothers, Asteroid City, Priscilla, Elemental, and The Little Mermaid. Quality entertainment for everyone!

2023 marked the beginning of bringing movie theaters back after the pandemic, and there’s been a noticeable increase in attendance since. While revenue might not be climbing steadily, the demand to return to theaters is rapidly growing. People are getting tired of streaming; they’re hungry for the magic of the shared, in-person moviegoing experience. But despite this growing interest, there are still some challenges holding theaters back.

A recent Deadline article explored why the industry is still struggling, pointing to problems like weak marketing and a lack of original content. Studios that go all-in on promotion often lose money, so instead they’re pulling back — which leaves many people unaware of what’s even playing locally. Add rising ticket prices, and suddenly going to the movies feels like a luxury again. The average ticket is around $11 now—about the same as a monthly streaming subscription—so it’s easy to understand why some feel it’s not worth it. But this creates a cycle of empty seats, and empty seats make theaters even more unsustainable.

I still think there are ways to turn things around—especially through better marketing and community engagement. I’ve joked for a while that we need an MTV-style channel that just runs movie trailers all day, and honestly, I think that might not be such a bad idea. People want to be excited about what’s coming. They just need to know what’s out there.

So here’s your sign: take someone to the movies this month. Make it a moment. Whether it’s a blockbuster, a rerelease, or a weird indie flick, there’s something out this summer for every genre and every age. I’m calling it Cinema Summer, and I’m inviting you to reignite your love for theaters—and for stories themselves.

The 2025 Summer Releases are giving every genre and every age group something interesting. July is giving us superheroes (new and old), scares, satires, and Smurfs! What more could we want from a month of movie releases?

(A full roundup of July releases will be coming at the end of the month!)