It has taken a while but Tenet is so very close to being seen on the big screen. As movie theaters begin to reopen by the end of the month (unless you live in Los Angeles like me – “sigh”) Christopher Nolan’s highly-anticipated film is gearing up for an unprecedented launch that will see the $200 million film not opening like a traditional blockbuster but with a gradual rollout that could mean Tenet will play well beyond its September 3 launch. Don’t want to wait until September 3 to see the film? Well, you’re in luck because Warner Bros. is beginning ticket sales this Friday, August 21, for early screenings.
The studio plans to roll out Tenet for sneak peek showings domestically for three days starting August 31, 2020. For those planning to see Tenet once it is more readily available, tickets for the film’s opening weekend will go on sale Thursday, August 27, 2020. There are also some details on the deals, coming to us via “Indiewire“, that state theaters have to agree to certain stipulations if they are going to show Tenet on their screens. The studio will collect 63% of ticket sales and theaters with more than nine screens must show Tenet for 12 weeks.
As far as the early screenings are concerned, theaters can have one showing per night, no earlier than 5:00 PM. Those theaters that screen in premium formats may offer a second showing, however. Theaters must also agree not only to follow local laws but also to comply with the safety standards drafted by the National Association of Theater Owners. These include wearing a face mask anywhere in a theater, with the exception of when consuming food or beverages. Here is what some of the e-mail sent to exhibitors had to say about these standards:
“These special terms are being offered to its exhibitor customers specifically for ‘Tenet’ to address the special circumstances in the market… including the high commercial risk from uncertain consumer demand, reopening rules, health and safety regulations, and socially distancing capacity issues.”
Warner Bros. also requires maximum theater marketing directed to publicizing Tenet, at no extra cost to the studio. The studio also requires three trailers for upcoming Warner Bros. films before the Tenet is screened. The studio also plans film rental collection in a shorter time frame and ties collection to digital print access. Essentially, Warner Bros. doesn’t want theater chains to use Tenet to pay their bills and keep their lights on.
Are these demands unreasonable? Honestly, not at all. All of these exhibitors are hungry for a movie like Tenet after being closed for months. They’re banking on the film’s success and if they have to comply to these rules, they’ll just do what they have to do. The one thing I like about the whole release strategy is that it almost guarantees that Tenet will have a long life on the big screen so it gives moviegoers some time to think about heading out to see it if they initially feel nervous about braving the crowds and going to the movies again.
