How Movie Theaters Are Embracing Taylor Swifts Eras Tour Extravaganza: Axing No-Cell

Since the dawn of cell phones, its been taboo to use them at the movies. But for the first time that he can remember, Marcus Theatres president Gregory Marcus is encouraging moviegoers to keep their iPhones in hand and gasp even use them for Taylor Swifts Eras Tour concert film, which premieres in

Since the dawn of cell phones, it’s been taboo to use them at the movies.

But for the first time that he can remember, Marcus Theatres president Gregory Marcus is encouraging moviegoers to keep their iPhones in hand and — gasp — even use them for Taylor Swift‘s “Eras Tour” concert film, which premieres in theaters on Friday.

“We want you to take selfies and pretend like it’s a concert,” he says. Swift, too, has encouraged her fans to treat the big screen extravaganza like it’s another stop on her record-breaking, sold-out stadium tour. “Eras attire, friendship bracelets, singing and dancing encouraged,” she wrote on Instagram while announcing the theatrical release. 

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Employees at Marcus Theatres are ready for rowdy Swifties while prioritizing their safety during the three-hour screenings. “We hope it won’t get out of hand. This is new for us, too,” Marcus says. “I really hope people are not standing on seats. We have stadium seating, so there’s no reason.”

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From million-dollar renovations to doubling the cleaning staff, Variety spoke to ecstatic theater owners about how they planned for (and made sense of) the movie event of the fall.

Phoenix Theatres Owner Cory Jacobson and VP Jordan Hohman

Location: Seven theaters across the midwest

How did you prepare for opening weekend?

Jacobson: We had been planning a renovation of our 10-screen theater in Livonia, Michigan. When we were told of Taylor Swift’s “Eras Tour” film, we decided to accelerate our plans to add four screens of Dolby Atmos to our largest auditoriums. We also replaced all of the recliners and completely renovated the theater. We were trying to get it done for the holidays. We thought we had a leisurely eight to 10 weeks. We reduced it to five and raced to get all the equipment. By the time it’s done, we will have $1.5 million in upgrades to be able to kick off the “Eras Tour.”

Did anyone tell you it was too ambitious to get it done in time?

Hohman: We have taken on projects of this magnitude before, but we were under a time crunch with this. It was stressful. A few months ago, I thought there was no way we could do this. It’s been all hands on deck.

Jacobson: An event like this inspired everyone to get it finished. We have so many tickets sold. I’ve been doing this for 40 years. It’s the first time I’ve seen a concert film draw this much attention. It’s going to be historic. She’s like the “Star Wars” franchise of concert films.

Are you looking to enforce any rules about behavior?

Jacobson: You don’t want people to get too crazy. but we’re not terribly worried. People are going to have a good time. They have to maintain the decorum of any other theatrical environment.

Hohman: I think it’s great. If you can get people dancing around or standing, it’s good energy. We’re doing things to encourage it. Before opening weekend screenings, we’re doing a dance segment with Taylor Swift songs to get people hyped.

Jacobson: We got beach balls for people to throw around the room. We’re going crazy.

Cinema Labs CEO Luke Parker Bowles

Location: Two theaters in New Jersey and Colorado

What kind of unusual interest are you seeing from patrons?

We’re almost sold out on several screens in South Orange [New Jersey] through the end of next week. There are Swifties there right now, at noon on a Wednesday, two days before, dressed up and literally just coming to see the Taylor standees and have a picture taken.

How nervous are you about free-for-all concert behavior in your theaters?

Short of vandalism, I’m thrilled. Whatever it takes. Have we doubled the cleaning staff? Of course. But it’s worth it. Staff will be trolling to make sure it doesn’t get unruly, but it’s a party. We expect to see more popcorn on the floor than carpet, to be honest — and that’s great! We don’t want a substandard experience for the next people, so the cleaners… they are waiting. As long as it doesn’t hurt anybody or hurt the cinema, bring it on.

How many souvenir popcorn tubs and cup sets did you buy?

We went for as many as they had in inventory; I’m gonna say a thousand. Who doesn’t want something officially Taylor-endorsed? That’s truly the least of my worries this weekend. I think merch will go quicker than you can imagine.

Will it scare off non-Swifties from hitting theaters this weekend?

If people want to stay in their beds, shivering, afraid of these Swifties, instead of seeing “The Exorcist,” that’s a small group.

Flix Brewhouse Chief Revenue Officer Chris Randleman

Location: 10 theaters across the South and midwest

What was your reaction when you heard about the film’s surprise release?

I’m not going to say it’s a savior, but it’s up there. When “Dune: Part II” moved to spring due to strikes, it was looking dour.

How are you preparing for opening weekend?

It’s like Christmas morning. We got standard merchandise like popcorn buckets and cups. We ordered a bunch of materials for friendship bracelet-making stations in the lobby. People are encouraged to come before the screening and grab a [themed] drink. We’re also having trivia beforehand, and we ordered some of her vinyl records to give away as prizes — things to make it a true event.

Will moviegoers be allowed to use their cell phones?

We usually have no talking or texting rules, but we’ve relaxed them. The crowd is going to want to record themselves having fun. We’re expecting some phones out. We are going to discourage people from filming the screen to not break [piracy] laws, but we want them to have fun.

Are you being cautious of the films you book in nearby auditoriums?

We are definitely trying to keep quieter films or horror films with jump scares, like “The Nun II” or “Saw X,” on the opposite side of the building. And we staggered the showtimes. We’re very aware that people will be creating more noise than you’d usually have. We’ve had singalongs, like “The Greatest Showman” or “White Christmas.” It’s pretty muted, but sometimes it bleeds through.

How many souvenir popcorn buckets and cups did you order?

Probably on par with what we’d order for an “Avengers” movie. Maybe not “Endgame,” but the first one. 

Stardust Drive-In Owner Barry Floyd

Location: One theater in Watertown, Tenn.

What are you advertising as special appeal for seeing it at the drive-in?

At the drive-in, you’re not confined to a seat. You can spread out and do as much dancing as you want, and we’ve got plenty of room to do it.

How’s it selling?

This weekend’s sales are crazy. If we didn’t sell another ticket from here on, the money we get to keep is more than we made the whole entire month of August. We haven’t had a 300-car night in a long time, so this is significant.

How many souvenir popcorn tubs and cups did you buy?

The only thing scaring me right now is there’s only one vendor for popcorn tubs and cups, and I ordered 10 cases of each and got nothing yet. I’m freaking out, because if we don’t get those this week, we’re gonna be stuck with them. If they don’t show up this week, everybody on my Christmas list is getting a popcorn tub. But there is an exhibitor in North Carolina who thinks he got too many. He is offering to meet me halfway and sell me some of his.

How is the staff getting into it?

My wife and two concession girls are nonstop making friendship bracelets all night long. I have no clue what a friendship bracelet is or what you’re supposed to do with it.

Anything different about concessions?

We carry everything from Philly cheesesteaks to New York Rubens, but the kitchen staff says, “It’s gonna be a chicken-strip weekend,” so we’re prepared. Teenage girls always default to chicken strips and French fries.

The Flicks Owner Carol Skinner

Location: One theater in Boise, Idaho

Are you OK with the dancing Swift has encouraged?

It’s funny, because in Boise, and I think all of Idaho, bars and other places have to have a special license to have dancing. I’m not sure if they’d try to apply that to us, but I can tell you, I’m not gonna look into it! We’re definitely not gonna go in the theater and be like, “Get off my lawn. Stop dancing!”

Is sound bleedover going to be a problem?

We have the new Joan Baez documentary opening next weekend, so I might put it on the opposite end of the building, just in case.

You’re a semi-arthouse multiplex. Who’s coming for this?

My daughter is 39 and a fan, so it’s a big age range, but I’m hoping we get younger people who’ve never been to the place. They’ll go, “When did this open up?” “Uh, 39 years ago!”

Do you have specialty items planned?

Our staff is mostly young and making up all these drinks and cool food items. The “All Too Well” is a maple latte; the “Last Great American Dynasty” is a key lime Italian soda… Some of these are probably titles of her songs, which I’m not familiar with. I’m gonna be learning a lot, I can tell you that.

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