About No Time to Die saving cinema

Last shot of No Time to Die spot on Saturday Night Live last spring.

The past few weeks, there’s been a repeated trope saying that No Time to Die will save cinema.

The 25th James Bond film had been set to be released in April. But it was delayed until November because of the novel coronavirus (COVID-19).

Recently, a new trailer was released again saying the movie would be out in November. That, in turn, generated the idea that James Bond was coming to the rescue of the traditional movie theater.

The thing is, the Christopher Nolan-directed film Tenet was also supposed to be saving cinema. It was the first major movie to come out during the pandemic.

At the moment, Tenet is the only major new movie out in theatres. Its global box office total as of midday Sept. 12 is $152.3 million, according to Box Office Mojo. 

For a movie with a production budget of $200 million (with additional marketing costs), that’s not so great. But these aren’t ordinary times. Tenet shows that some people will show up at a theater, pandemic, or no pandemic.

Still, saving cinema? Here in the United States, movie theaters are closed in New York and Los Angeles, the two biggest movie theater markets. They’re still closed where I live, in southeastern Michigan.

The U.S. accounts for about 25 percent of the global audience for a James Bond movie. If No Time to Die really makes that November release date, there may be big chunks of the country where theaters aren’t open.

Perhaps there will be enough international markets open where No Time to Die will do OK. Perhaps.

Meanwhile, Warner Bros., Tenet’s studio, has delayed Wonder Woman 1984 again, this time from Oct. 2 to Dec. 25. That’s not the biggest vote of confidence.

Will No Time to Die follow suit? Who knows?

Another possibility: Cinema won’t be saved until people feel comfortable going to the theater again. That includes those with pre-existing health conditions (diabetes, etc.) or those 60 or older. Or both.

All of that will depend on a lot more than a single movie.

One Response

  1. Great article , wow $152.3 million ? I first looked at that number and immediately thought this would be a weekend returns during pre COVID times. I just don’t see any way possible NTTD will reach sustainable numbers with a theatrical release. I live in Southeastern Wisconsin and our Covid numbers continue to rise for my area I don’t see this pandemic dying down any time soon. I have been going to the Bond theatrical releases since 1981. I can’t sit and try to enjoy a film worrying about if I’m being exposed to the virus. If diehard Bond fans are not committed to seeing this in the theater what does this say for the general audience? I’ll be 52 next week and in very good physical shape and heath with no preconditions , unless something fantastically happens to secure the pandemic? Then perhaps I’ll reconsider. Great piece Bill! Thank you-Jeff

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

This site uses Akismet to reduce spam. Learn how your comment data is processed.

%d bloggers like this: