Streaming Wars Hit Local Movie Theater as Attendance Drops 18 Percent

MILLBROOK, June 3 — For the third consecutive quarter, attendance at the Millbrook Cineplex has fallen, with owner Terrence Galvão reporting a steep 18 percent year-over-year decline in ticket sales for the March-through-May period. Galvão, who has operated the 8-screen Harbor Boulevard theater since 2008, says the proliferation of streaming platforms has fundamentally shifted how residents spend their entertainment dollars — and Friday nights look nothing like they used to. "We used to sell out two or three screens every weekend," he said. "Now I'm lucky if I fill one."

A National Problem With Local Consequences

The Cineplex's struggles mirror a national trend that has battered independent and chain theaters alike since the post-pandemic streaming boom accelerated. Industry analysts at the National Cinema Federation estimate that over 1,400 U.S. movie screens have gone dark permanently since 2020. Galvão has responded by cutting back to five operational screens, adding a Tuesday "Throwback Cinema" series featuring classic films at $5 a ticket, and partnering with local restaurants for dinner-and-a-movie promotions. So far, those moves have slowed the bleeding but not reversed it.

• The Cineplex employs 22 full-time and part-time staff, down from 34 in 2021
• A proposed "Premium Large Format" screen upgrade is under financial review
• The theater's loyalty app now has over 4,800 active users, up 12% this year

Galvão remains cautiously optimistic heading into the summer blockbuster season, pointing to several high-profile releases on the calendar. "Summer is make-or-break for us every year," he said. "If two or three of these big films land, we can stabilize." City economic development officer Brenda Quispe said the city is exploring whether the Cineplex qualifies for a small-business cultural venue grant that was approved by city council in March.