Gower Street’s Director of Theatrical Insights, Rob Mitchell, discussed the complications of measuring box office success in a COVID-changed world, this week in Celluloid Junkie. Rob was interviewed by Claire Beswick for the Celluloid Junkie article, entitled “Box Office Success and the New Normal: Looking Beyond the Numbers“.

The article considers how the film industry, and journalists reporting on it, will need to adapt how box office data is interpreted as films begin to release into a changed world.

“There are so many complications in the market at the moment, it’s hard to understand what’s missing,” said Rob, discussing factors including varying capacity restrictions from country-to-country and region-to-region. He also discussed the importance, in the long-term, of assessing overall market growth rather than being fixated on a few hit titles. “We need to view success in the context of the market, not just individual titles.”

The story also discussed Gower Street’s 5-stage Blueprint To Recovery guidance and CEO Dimitrios Mitsinikos’ previously stated end-of-year global box office estimates (featured on the CJCinemaSummit of July 30).