“Barbie” already generating more than $1 billion at the global box office may not even be its biggest contribution to movie theaters.A new survey from The Quorum found that 11 percent of those who saw “Barbie” had not been to a movie theater since before the Covid-19 pandemic.
Another 11 percent could not recall the last time they had been to a movie theater.Assuming the latter group is not made up of goldfish (“Ted Lasso” famously reminded us of their ultra-short attention span), that means 22 percent, or a bit less than one quarter, of “Barbie” ticket-buyers hadn’t stared up at the silver screen since that initial lockdown period upended all our lives and nearly ruined the theatrical-distribution business.The Quorum’s study surveyed 1,800 Americans who went to the theater to see “Barbie” over its first three weeks of availability.
The researchers asked: “How often do you see a theater in a movie?…
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