Swifties ditch moviegoing etiquette as cinema owners welcome a lifeline for struggling industry
he concert documentary Taylor Swift: the Eras Tour bulldozed its way into cinemas last week, upending the long-established rules of movie theater etiquette. Instead of keeping quiet, fans sang, danced, took selfies and swapped friendship bracelets. One viral Instagram video showed a group of SwiftiesTheater chains enjoyed a boost this summer with blockbusters like Barbie and Oppenheimer.
Ditto for Marcus Theaters, the fourth-largest chain in the US. “We want you to take selfies and pretend like it’s a concert,” the company’s president, Gregory Marcus,On social media, some Swifties appeared to understand that their behavior during opening weekend would be scrutinized. As one fan accounton Twitter: “Let’s calm these employees’ fears on opening day and show them why we are the BEST and most respectful fan base! Let’s represent Taylor the way she deserves to be represented.
Erik Davis, managing editor of Fandango, said he expected most Swifties to be fairly respectful, and that movie theaters were well prepared for them. “This isn’t the kind of crowd that’s going to rip up a recliner and run out of the movie theater with it,” he said. He’s heard of theaters moving quieter films across the building, so the endless singing and partying doesn’t distract those audiences.
“And if you did hear some excitement pouring out of the movie theater, that’s a good thing,” Davis added. “Hopefully, it will inspire people to continue coming back to the movies.”
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