The ‘Tenet’ Test: Theater Owners Bank on Film to Boost the Box Office

Cinemas hope Christopher Nolan’s film can begin a steady recovery…and prove to the public that they are safe

After a summer of closures, COVID-19 infection surges, and frequent release date changes, movie theater companies are hoping that “Tenet” can alleviate the financial struggle the pandemic threw them into.

Warner Bros. is sending “Tenet” to more than 2,800 theaters in the U.S. and Canada this weekend, but for the gamble to work, the public needs to be certain that they are safe. Joseph Masher, COO of Bow Tie Cinemas, has been preparing five months to do just that.

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Jeremy Fuster

Jeremy Fuster

Box Office Reporter • jeremy.fuster@thewrap.com