The pandemic upended the cinema industry, as chains big and small were forced to shutter locations due to country-wide safety measures. Some local governments have started to reestablish social distancing and masked safety measures.
NATO's concerns are not new, but come at a time when the coronavirus pandemic is resurging, even in heavily vaccinated areas. The group, which represents more than 30,000 screens in 50 states, called "Black Widow's" ticket sales drop a "stunning second weekend collapse in theatrical revenues." "Despite assertions that this pandemic-era improvised release strategy was a success for Disney and the simultaneous release model, it demonstrates that an exclusive theatrical release means more revenue for all stakeholders in every cycle of the movie's life."
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"Why did such a well-made, well-received, highly anticipated movie underperform?" The organization wrote in a lengthy press release Sunday. The studio reported last weekend that it had garnered $60 million from Disney+ sales. The slip led the National Association of Theatre Owners to blast Disney's decision to make the film available in theaters and through Disney premier access (a $30 price tag) on the same day.
Falling 67%, "Black Widow" had the worst second-weekend performance of any Marvel Cinematic Universe film, just behind "Spider-Man: Homecoming" which dropped 62% from its $117 million debut and "Ant-Man and the Wasp," which fell 62% from $76 million.