ABSTRACT
The movie industry has been hit hard by the pandemic, closing theaters to the public in order to prevent the spread of COVID-19. Many movie theaters closed permanently over the past two years, unable to stay in operation. Streaming services on the other hand saw a drastic rise in use during the pandemic, allowing audiences to experience new releases and rewatch classics from their homes. Producers, also hit hard economically, also turned to streaming as a way to release their movies. The closures of the movie theaters, paired with the increase and popularity of streaming services, have caused some to question the viability of the traditional moviegoing model. Utilizing the diffusion of innovation theory, this chapter examines how audiences use and value movie theater–going versus streaming to understand the viability of movie-watching models.
