People are now more likely to stream a new movie than go to a theater, according to a recent Associated Press poll. As a result, movie theaters have lost around 30% of the prepandemic audience.
Netflix is a major beneficiary and driver of this shift. When asked at a Time100 event in April if the moviegoing experience is “an outmoded idea,” Netflix chief Ted Sarandos said “it is ― for most people.”
But he did say there is still a place for theaters. It’s why he let monster animated film “KPop Demon Hunters” briefly pop into theaters twice. And after pressure from “Stranger Things” creators the Duffer brothers, Netflix decided to place the series finale in 620 movie theaters across the country for New Year’s Eve and New Year’s Day.
Credit: arvin.temkar@ajc.com
Credit: arvin.temkar@ajc.com
This was an unprecedented move for Netflix, a celebration of one of its biggest hits which produced most of its five seasons in metro Atlanta.
And it worked. More than 1.1 million people reserved tickets in advance nationwide, Netflix reported.
And locally owned Tara Atlanta possessed a special calling card no AMC or Regal theater could brag about: it was featured in the actual two-hour series finale.
On New Year’s Eve at 8:05 p.m., Tara owner Chris Escobar strode up to the front of the screen and rewarded Kelly DeVoe and her mom, Riley, free tickets for a future movie for sitting in seats F11 and F12. He then hinted at a possible surprise during the episode.
The surprise? In a moment that lasted about 10 seconds, Lucas (Caleb McLaughlin) and Max (Sadie Sink) are seen cuddling and kissing in seats F11 and F12 in that same theater in those same seats.
When Escobar informed the DeVoes after the lights came up, Kelly looked shocked. “Oh my God! That is so lucky!” she exclaimed. They sat back down and took photos of themselves in those seats.
Credit: RODNEY HO/AJC
Credit: RODNEY HO/AJC
Credit: NETFLIX SCREENSHOT
Credit: NETFLIX SCREENSHOT
Even if that hadn’t happened, Kelly said the experience was well worth the drive from Birmingham, Alabama, where they couldn’t nab a ticket for any 8 p.m. screening. “Hearing everyone clapping was the best part,” she said, especially after a key character saved another one from falling to his death.
Netflix, because of union contracts, was not allowed to pocket revenue for the “Stranger Things” screenings. Instead, movie theaters charged patrons a voucher which could be redeemed for food and drink. The exhibitors pocket 100% of the proceeds.
The Tara on Wednesday held two sold-out screenings (one at 8 p.m. and a second at 8:15 p.m.), selling more than 500 tickets on Wednesday evening. Escobar expects at least 500 more for multiple screenings on New Year’s Day. Tara charged $7 for concessions, leading to a lengthy line for popcorn, candy and soda.
Credit: arvin.temkar@ajc.com
Credit: arvin.temkar@ajc.com
“It’s a real zeitgeist moment,” said Escobar, who spent a bulk of his time before the screening welcoming people into the theater. And to provide an Instagram worthy moment for patrons, management decorated the lobby with a recreation of the “alphabet” wall Joyce (Winona Ryder) created in Season 1 to help communicate with her missing son Will (Noah Schnapp).
Credit: RODNEY HO/
Credit: RODNEY HO/
Maggie and Warren Van Nus drove 75 miles from Cleveland to see the screening at the Tara for a specific sentimental reason: Maggie’s mother, Margie McDowell, had told her she had her first ever date at the Tara in 1970 to see “Paint Your Wagon,” a Western musical starring Clint Eastwood, Jean Seberg and Lee Marvin.
And “Stranger Things” was the first “Netflix and chill”-style date the Van Nuses had nearly a decade ago when the series first came out.
The series tickled Maggie’s love for horror while satisfying Warren’s itch for science fiction. But seeing it in a crowd was worth the drive, she said: “We came for the sense of community.”
Credit: RODNEY HO/AJC
Credit: RODNEY HO/AJC
Emily Hardaway of Marietta, wearing a “Stranger Things” T-shirt, came in part because she had a connection to the show as a communications manager in Douglasville, where the Duffer brothers shot scenes at an arcade, a video store and the fictional Hawkins police precinct. She also helped produce an annual “Stranger Things” party in Douglasville held each fall that draws thousands.
“I love the theatrical experience,” she said, waiting in line for popcorn. “I wanted this shared experience. This is a great way to end it.”
The audiences, invested in the storylines and characters, did not disappoint. They applauded the opening credits. They cheered when a helicopter blew up. They chuckled as Steve (Joe Keery) and Jonathan (Charlie Heaton) razzed each other.
After it was over, Hardaway said she thoroughly enjoyed watching with more than 200 strangers. She and most of the audience sat through the final credits, which included animated references to key moments over five seasons, like a yearbook of sorts for people who invested nearly a decade of their lives to over 42 episodes.
“That was a really meaningful way to celebrate the ending of the show,” she said.
Credit: RODNEY HO
Credit: RODNEY HO
And since a majority of people had purchased popcorn with their vouchers, the garbage cans were overflowing.
Kevin Kelley, operations manager, grimaced when he saw the mess, but he wasn’t complaining. He was a big “Stranger Things” fan and was thrilled that Netflix shut down the theater for a day in 2024 to shoot that scene.
He also happened to be dressed as Hopper (David Harbour) with the khaki sheriff’s outfit and Mountie-style hat.
“Hopper,” he said, “happens to be part of my Dragon Con repertoire.”
Credit: arvin.temkar@ajc.com
Credit: arvin.temkar@ajc.com
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