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By March 12, Cinemark, AMC and National CineMedia stocks had all fallen by over 35% since the beginning of the month.181 Cineworld, the worlds second-largest cinema chain, warned on March 12, when multiple films pushed back their releases, that extended disruption and continuing falling stock could cause the company to collapse.180182 In August 2020, California announced a new color-coded tier system that would allow restrictions to be lifted in specific counties based on health metrics, effective August 31.183184 Cinemas would be allowed to operate at limited capacity if a county is in the red Substantial tier or better. This would scale from at 25%100 patrons whichever is smaller in red counties, to 50%200 patrons in orange Moderate counties, and 50% with no hard maximum in counties under the lowest yellow Minimal tier. The majority of the state was still in the purple Widespread tier at the onset of the system, where cinemas remained closed. These health orders can still be superseded with stricter rules by local officials.185
Film theory : seeks to develop concise and systematic concepts that apply to the study of film as art. The concept of film as an art-form began in 1911 with Ricciotto Canudos The Birth of the Sixth Art. Formalist film theory, led by Rudolf Arnheim, Béla Balázs, and Siegfried Kracauer, emphasized how film differed from reality and thus could be considered a valid fine art. André Bazin reacted against this theory by arguing that films artistic essence lay in its ability to mechanically reproduce reality, not in its differences from reality, and this gave rise to realist theory. More recent analysis spurred by Jacques Lacans psychoanalysis and Ferdinand de Saussures semiotics among other things has given rise to psychoanalytic film theory, structuralist film theory, feminist film theory, and others. On the other hand, critics from the analytical philosophy tradition, influenced by Wittgenstein, try to clarify misconceptions used in theoretical studies and produce analysis of a films vocabulary and its link to a form of life.
Associated fields : Derivative academic fields of study may both interact with and develop independently of filmmaking, as in film theory and analysis. Fields of academic study have been created that are derivative or dependent on the existence of film, such as film criticism, film history, divisions of film propaganda in authoritarian governments, or psychological on subliminal effects e.g., of a flashing soda can during a screening. These fields may further create derivative fields, such as a movie review section in a newspaper or a television guide. Sub-industries can spin off from film, such as popcorn makers, and film-related toys e.g., Star Wars figures. Sub-industries of pre-existing industries may deal specifically with film, such as product placement and other advertising within films.
Preview Main article: Test screening A preview performance refers to a showing of a film to a select audience, usually for the purposes of corporate promotions, before the public film premiere itself. Previews are sometimes used to judge audience reaction, which if unexpectedly negative, may result in recutting or even refilming certain sections based on the audience response. One example of a film that was changed after a negative response from the test screening is 1982s First Blood. After the test audience responded very negatively to the death of protagonist John Rambo, a Vietnam veteran, at the end of the film, the company wrote and re-shot a new ending in which the character survives.11
Independent filmmaking often takes place outside Hollywood, or other major studio systems. An independent film or indie film is a film initially produced without financing or distribution from a major film studio. Creative, business and technological reasons have all contributed to the growth of the indie film scene in the late 20th and early 21st century. On the business side, the costs of big-budget studio films also lead to conservative choices in cast and crew. There is a trend in Hollywood towards co-financing over two-thirds of the films put out by Warner Bros. in 2000 were joint ventures, up from 10% in 1987.14 A hopeful director is almost never given the opportunity to get a job on a big-budget studio film unless he or she has significant industry experience in film or television. Also, the studios rarely produce films with unknown actors, particularly in lead roles.
The opening March weekend saw a dramatically lower box office than the same weekend in 2019. The 2019 opening March weekend saw the release of Captain Marvel, which alone earned over US3 million domestically that weekend, compared to the 2020 weekends biggest film, Onward, with around US million.2122 The next weekend saw the lowest total US box office intake since the October 30–November 1, 1998 weekend, with lower percentage drops than the weekend after 911, at US.3 million.3 Onward itself saw the biggest weekend-to-weekend drop of any Pixar film, making .5 million, though was still the weekends biggest film and the only one to make over million.3 On March 19, Walt Disney Studios and Universal Pictures announced that they would no longer report box office figures.23 Comscore therefore announced the next day that it would indefinitely suspend its reporting of box office estimates and charts.24 On March 26, 2020, after local transmission of the virus had dropped to 0% in China, movie theaters there began to re-open, with reports that 250–500 theaters were opening, but the next day authorities again closed all movie theaters in the country.2526
Within the industry, it is suggested that after the pandemic is contained and major events reschedule, the less-important business events and festivals may be more permanently removed from industry calendars, to allow more important events to happen, because they may be deemed unnecessary if no great effect is felt by their cancellations, and to ease finances of the industry as it enters a recession brought about by coronavirus-caused losses.70 The Tribeca Film Festival and YouTube worked with several international partner film festivals to launch We Are One: A Global Film Festival, an international online festival of films screening for free on YouTube between May 29 and June 7.71
On March 12, 2020, it was announced that the global release of A Quiet Place Part II would be delayed, based on widespread advice and policies against large gatherings and it was first rescheduled to September 4, 2020, in time for the Labor Day weekend, then to its new date of April 23, 2021 due to the continuous virus surging in the United States.9293 On the same day, the release of Indian film Sooryavanshi, which was initially scheduled to release on March 24, was postponed indefinitely,9495 and the release of F9 was pushed to April 2, 2021.96 Mulans March 12 London premiere went ahead without a red carpet,96 and on March 13, it was announced that the film was removed from the release calendar, but had been rescheduled for July 24, 2020, taking the release date of another Disney film Jungle Cruise and was further delayed by four weeks to August 21, 2020. With no further rescheduling options, Mulan was removed from the release calendar again.979899