Media Buyers Sound Confidence in Cinema Sector Before Silver Screen Reopenings

As theaters unlock doors, there remains uncertainty over audiences returning

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One of the major sectors most affected by the year-long Covid-19 pandemic has been cinemas—an experience of escapism that has been disrupted perhaps irrevocably.

Earlier this week, international cinema chain Cineworld Group said it lost £2.2 billion ($3 billion) in annual earnings over the past year, while its 5,500 workers in the U.K. remain on furlough during the closure of its theaters. But last month, as it announced it was set to reopen its 127 British theaters in May, Cineworld also revealed it agreed on a deal to show Warner Bros.

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