Hurricane Helene is causing significant disruption throughout Florida as it barrels toward the coast as a Category 4 storm with winds reaching 130 mph. Nearly 40 multiplexes operated by giants AMC, Cinemark, and Regal have closed their doors in anticipation of the hurricane’s landfall. The theaters span the state, from Fort Myers in the south to Tallahassee in the north. While plans are tentatively set for reopening on Friday, September 27, the reality of the storm’s impact introduces a host of uncertainties.
Forecasts from Weather.com predict hurricane-force winds of at least 74 mph extending into northern Florida’s Panhandle and as far inland as southern and central Georgia. Such conditions often lead to downed trees and widespread power outages, which complicate the logistics of reopening theaters. As reported by CNN, over 225,000 homes and businesses in Florida are currently without power, which paints a dire picture for the coming days. The flooding situation is equally alarming, with cities like Naples already submerged under water.
The Regal Hollywood 20 in Naples serves as a cautionary tale; it suffered extensive damage during Hurricane Irma in 2017, ultimately undergoing a comprehensive renovation and reopening in April 2019. This theater was upgraded to become one of Regal’s premier venues, highlighting the significant investments cinema chains make in their locations. When natural disasters strike, these investments are put at considerable risk, and once again, the hurricane threatens to disrupt the commercial landscape.
While industry insiders often speculate that closures in Florida wouldn’t have a major impact on the overall domestic box office, the potential for this storm to affect other key markets is concerning. If theaters in Atlanta, a top-ten market, also close due to the storm, ticket sales could take a considerable hit this weekend. Already, schools in Atlanta are closing in preparation for Hurricane Helene, indicating that communities are taking the threat seriously.
Looking Back at Previous Disruptions
Historically, significant weather events have influenced box office performance. A recent parallel could be drawn with winter storm Jonas in 2016, which resulted in a 32% drop in box office numbers during a weekend affected by severe winter conditions. Such occurrences remind us how interconnected cinema attendance is with external factors, including severe weather.
Hope for Recovery
While the immediate future appears grim as theaters shut down and communities brace for the worst of the weather, there is a glimmer of hope. If Hurricane Helene turns out to be less devastating than feared, the potential for a swift recovery and return to normalcy remains. Nevertheless, local businesses, especially cinemas, will have to monitor changes closely and adapt to the reality of an unpredictable situation. Only time will tell how the industry will rebound once the storm has passed.