Cinema beyond films: theaters gain screenings of concerts and musical documentaries

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With projections aimed at fans, special events have been gaining more space on the big screen and increasing revenue at the box office. Video and list show top 5 music projects. In Brazil, movie theaters gain space to show concerts and musical documentaries Billie Eilish had already appeared in movie theaters in soundtracks for films such as “007: No time to die” and “Brightburn: Filho das Trevas”. But in January, the singer won a 95-minute space, just for her, in Brazilian movie theaters. “Billie Eilish: Live at the O2”, a visual record of the performance at the O2 Arena in London, was shown in cinemas in Brazil. Nominated for the Grammy for Best Music Film, the project was already available on streaming platforms. Even so, when it was shown in Brazil, it raised more than R$ 444 thousand, being watched by more than 19 thousand people. The result put Billie Eilish in third place in the 2023 ranking of special events, with more and more space in theaters. BTS, the kings of k-pop, and Louis Tomlinson, former One Direction, were in first and second place. Live-streamed concerts and music documentaries brought more people to movie theaters in Brazil in the first three months of 2023 than in the entire year of 2022 (see infographic below). Musical events in movie theaters Disclosure Sporting events are included in these special screenings. Last year, for example, the 2022 UEFA Champions League final, which took place in May, totaled more than R$313,000, and was watched by 7,300 people. Unlike what happens with films, these projects are only shown for a short period. One weekend – or even just one day, with only one live broadcast of the musical performance. There are exceptions, as was the case with “BTS: Yet to Come in Cinemas”. It was four weeks on display. During this period, the film with the k-pop band totaled BRL 6.8 million and was seen by more than 182,000 people. The promotion of these exhibitions is direct to the fans, says Monica Portella, director of marketing for UCI Cinemas. “Since the specials have a very specific target audience, we do direct and well-focused publicity on the fans, which generates word of mouth and quickly spreads among those interested”, explains the executive. Monica further explains that the “change to digital projectors and satellite transmission technology facilitated and favored the production of this content and exhibition in cinemas”. “With this, concerts that take place in a place with limited capacity now have greatly increased capacity with the possibility of being shown live in several cinemas around the world. A unique event restricted to a limited audience can grow and serve the fans from all over the world.” Increase in billing In addition to gaining more and more space, events of this category, especially musical ones, have also been increasing the billing of the halls. According to data from Comscore Movies, the company that assesses the 21 special events that took place in 2022 in movie theaters in the country totaled R$ 5.6 million and were seen by more than 148 thousand people. Already in the first months of 2023, five events were held (which is why the exhibition of the Boy George concert for only 14 fans entered the Top 5). Even in a smaller amount, the sum of their box office has already exceeded the total of the previous year. Until March 30, these five (all musical films) exhibited totaled R$ 8.1 million, being watched by more than 232 thousand people. National box office for special events in cinemas Juan Silva/g1 Coldplay, always them In 2022, “Coldplay Live Broadcast From Buenos Aires” was shown in cinemas in the country for two weeks, raising R$ 1.3 million. The successful exhibition yielded yet another special project for the big screen. Even after the marathon of 11 concerts that the group has just played in Brazil, some movie theaters are already offering pre-sales for “Coldplay – Music Of The Spheres: Live At River Plate”. “Sales are going well, but we hope that now, after the concerts in Brazil, demand will increase even more, because anyone who has been to a Coldplay concert knows what a special experience it is and will certainly want to live it again. And who hasn’t went, he’s very thirsty to live”, says Monica Portella. The film was shot over ten nights of sold-out performances at the River Plate Stadium in Buenos Aires in 2022. The premiere is scheduled for April. Scene from “Coldplay Live Broadcast From Buenos Aires” Publicity Other projects Another special event in the musical line, with pre-sales already open, is “Metallica: 72 Seasons – Global Premiere”. The film, scheduled for release in April, features songs from the American rock band’s eleventh studio album, which hits the market on April 14. The tracks will be presented with music video and exclusive commentary by the band. In addition to musical works, another project that has gained space in cinemas is the re-exhibition of films that have already been box office highlights and have a commemorative date. That was the case with “Titanic”, which was released at the beginning of the year, 25 years after its premiere. And “Avatar”, which had the first film, from 2009, re-exhibited days before the release of “Avatar: The Path of Water”. Both were well positioned at the national box office and Monica attributes the good result to “saudosism”. “Cinema lovers know how special it is to watch your favorite work in the cinema compared to watching it at home. Besides, watching it with other fans is always much better.” Semana Pop tells how Coldplay influenced Brazilian sertanejos

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