Opinion: Cinemas Should Regularly Bring Back Fan-Favorite Films.

Although it is not common, it is more and more noticeable that movie theatres have begun keying into an excellent market for ticket sales: nostalgia. They’re not just considering the movies the Baby Boomers and Gen X’ers probably haven’t seen on the big screen since they were, well, released on the big screen. Sure, that’s some of the allure. The chance to bring back “classics” for the family to especially enjoy in the cinema is certainly a novel experience. But maybe it shouldn’t be. Perhaps this trend should go a step further: offer more nostalgia. And even further: keep them running.

The allure of cinemas is undeniable. The act of cinemagoing is an event for many people, including movie buffs and professional film critics. It’s safe to say that the former enjoys going to the cinema with friends as much as they like the occasional self-date at the cinema. The latter probably has the most challenging time out of all cinemagoers. They choose to go to the cinema as a special event, for a film deemed “cinematic” and, therefore, should be viewed on the big screen. And why not? Watching films in the cinema versus your too-small at-home screen (no matter how nice your 1080p television might be) will never compare to the setting of the cinema. The cinema screen reveals cinematic details – elements meant to be highlighted by the scope and scale of the venue - and home-viewing detracts from it.

I recently realized my local cinema chain was screening a “Harry Potter” marathon in anticipation of the new “Fantastic Beasts” film. When I realized my favorite of the eight-film “Potter” series, “Goblet of Fire,” was playing that day, I scooped up a last-minute ticket to the almost-sold-out matinee. Mind you; this film came out about 15 years ago. I remember seeing this film in theatres as an… 11-year-old? I remember being scared by the lake scenes and the influence of the horror genre.

As a 26-year-old, I relived the film in a new way. I may be a young millennial, but I’m still a millennial, and we millennials (generally speaking) take our “Harry Potter” films to heart. It was an incredible experience to sit in a cinema, relive a memory from my childhood, and see the filmmaking in a whole new light. It was so much fun! I laughed at little Me for being so scared of a scene I’ve seen more times I can count since then. I flexed my film-scholar brain muscles at the subtle artistry of the film. It is a gorgeous film with poignant bits of visual poetry emphasized by evidentiary editing. I don’t think I’d said that without seeing it as an adult in the actual cinema.

How much money could cinemas, distribution companies, and the production companies make from rereleasing films, even on an event-by-event basis? Answer: a lot. There’s so much potential in market research to release films, whether that’s done on a localized basis where theatres make decisions based on local audience preferences, if big cinema chains strike lucrative deals, or if the parent companies push a broad PR campaign ahead of releases and events. Coming out of the Covid pandemic restrictions and subsequent burdens on cinemas is a prime opportunity to hold a lofty market afloat and appease the masses simultaneously.

Fans want to be in a cinema reliving their experiences. Obtaining a comparable at-home viewing experience is unattainable without the wealthy and upper-middle-class financial resources. A commercial and cultural pivot toward rereleasing and screening films from pop-culture favorites to keystone cinematic historical films (only about 130 years of cinema history to choose from, not very long) will create a backbone for the cinema industry in many divisions. Competition between overall gross sales statistics will undoubtedly entice the studios behind the top players in that category. The ensuing statistical tennis match would be interesting to watch play out.

And, of course, bringing “old favorites” back to cinemas would satisfy a societal trend of embracing nostalgia that brings a degree of comfort to the practice of cinemagoing. Film buffs, critics, and scholars will flock to the cinema for a chance to reexamine something they’ve already seen at home as an entirely new experience. Audiences will come and see their favorite pieces of cinema for the rush of nostalgia and the chance to share that experience with their friends and family. The cinematic experience is essential and valued.