Will The Avengers: Endgame Runtime Hurt Concession Sales

Back in the Golden Age of cinema it was common for theaters to have an
intermission for the longer epics that came from Hollywood. This gave the
audience a chance to take a break, stretch their legs, get concessions, or
step outside for a smoke or some air.

While times have certainly changed, the intermission has gone the way of
the Newsreel and become something of cinematic lore.

With the three-hour run time for “The Avengers: Endgame” and the
confirmation that there would be no break I had a rather interesting
thought earlier today. Will the longer run time lead to a drop in
concession sales for cinemas?

Drink and Popcorn sizes are much larger now than they were in the past and
with theaters also bringing all manner of foods and snacks to customers;
will they be less likely to load up knowing that there will be no breaks,
and with the warning from the Directors that there will not be good times
in the film to sneak away for a break; will cinemas feel it in the bottom
line?

With the majority of ticket sales revenue going to the studio, the
theaters count on concessions to help drive the profits and with trailers;
this could easily be a three hour and thirty minute undertaking which may
prove to be too much for fans in one continued sitting.

Yes urgent breaks may result in repeat viewings from fans eager to see
what they missed but it does make one wonder. As someone told me once; “no
bad movie is too short and no good movie is too long”; so let us all look
forwards to the film and our exercise in endurance.