Since 1977, I’ve witnessed Los Angeles’ metamorphosis from the epicenter of Hollywood glamour to a city grappling with the withering of its most iconic tradition: the casual moviegoing experience. As a publicist representing 58 Academy Award winners, I have observed firsthand how seismic shifts in consumer behavior and technological advancements have fundamentally altered the cinematic landscape. Today, the decline of casual moviegoing is more than an anecdotal footnote; it is an existential crisis for L.A.’s movie machine, with profound cultural, economic and social ramifications.

Once upon a time, moviegoing wasn’t just entertainment but a communal ritual. Families gathered for Saturday matinees, friends flocked to midnight premieres, and couples shared popcorn under the glow of the silver screen. In 2002, a National Endowment for the Arts study found that 56% of Americans attended at least one movie per month. According to the Motion Picture Association of America, by 2022, that number had plummeted to 17%.

Streaming has had a large impact

Streaming platforms like Netflix and Disney+ offer a home theater experience that rivals traditional cinemas in convenience and quality. The Covid-19 pandemic accelerated this shift, with nearly 70% of Americans reporting in a 2021 Pew Research study that they preferred streaming movies at home rather than venturing to theaters. While pandemic restrictions have eased, the habit of home viewing has endured.

The decline of casual moviegoing has sent shockwaves through Los Angeles’ once-thriving entertainment economy. Box office revenues – a critical driver of the industry – have nosedived.

For instance, 2022’s total box office revenue of $7.5 billion was less than half of the $14 billion earned in 2019, as reported by Statista. This decline directly affects the industry’s ecosystem of jobs, from theater employees to marketing professionals.

L.A.’s iconic venues affected

Independent theaters have been hit hardest. Iconic venues like the Arclight Hollywood and Pacific Theatres permanently closed their doors during the pandemic, robbing the city of cultural landmarks. Academic studies from UCLA’s Center for Entertainment, Media, and Culture highlight how the closure of these theaters disrupts local economies and weakens neighborhood identities.

Casual moviegoing fostered a sense of community that extended beyond the confines of the theater. Strangers bonding over plot twists, collective gasps during shocking scenes and post-movie discussions were integral to the experience. The shift to streaming, however, has turned movie consumption into a solitary activity. According to a University of Southern California study, 63% of Americans now watch films alone, compared to 39% two decades ago.

This decline in shared cultural experiences also undermines the role of movies as unifying forces. Consider the 1997 release of “Titanic,” which drew audiences from all demographics and became a global phenomenon. Today, even significant blockbusters struggle to replicate such widespread appeal. Without casual moviegoing, films risk becoming niche products rather than universal experiences.

A ‘double-edged sword’

Hollywood’s response to the death of casual moviegoing has been a double-edged sword. On one hand, studios have embraced streaming as a lucrative distribution model. Disney’s decision to release “Black Widow” simultaneously in theaters and on Disney+ generated over $60 million in streaming revenue, according to The Hollywood Reporter. On the other hand, this pivot undermines the traditional theatrical release model, which has historically driven long-term profitability and cultural prestige.

Furthermore, the rise of algorithm-driven content creation has shifted the focus from artistic vision to data analytics. Directors and screenwriters find themselves at odds with executives prioritizing trends over creativity.

As a publicist, I’ve seen talented filmmakers struggle to adapt to this new paradigm, where a film’s potential is gauged less by its artistic merit and more by its bingeability.

There is some hope ahead

While the decline of casual moviegoing feels irreversible, there are glimmers of hope. Some theater chains, like Alamo Drafthouse, have reinvented the moviegoing experience by incorporating gourmet dining, themed screenings and interactive events. Similarly, pop-up cinemas and drive-ins have seen a resurgence, appealing to audiences craving novelty and nostalgia.

Publicists and marketers must play a pivotal role in rekindling the allure of theaters. Campaigns should emphasize the irreplaceable magic of the big screen—the immersive sound, the communal energy and the grandeur that no living room can replicate. For example, A24’s grassroots marketing for “Everything Everywhere All at Once” reignited enthusiasm for indie films, proving that the right story and savvy promotion can still draw crowds.

The death of casual moviegoing marks a turning point for Los Angeles and its movie machine. As someone who’s spent decades championing the power of film, I mourn the loss of this cherished tradition. Yet, I remain cautiously optimistic. The industry has always thrived on reinvention, and perhaps this crisis will inspire a renaissance in how we create, distribute and experience movies.

In the words of Christopher Nolan, “The theatrical experience is the cornerstone of our industry.” Let us hope that L.A.’s movie machine can find a way to make it live again.

Michael Levine is a prominent publicist, representing 58 Academy Award winners.