Theater-going growing, movie executive says

The "communal experience" of going to the theater has not been lost in the age of on-demand movies and DVDs, a motion picture executive said Tuesday at ShoWest.

Attendance at movie theaters increased in 2009, reversing a two-year trend, with 10 percent of patrons going to movies at least once a month, said Dan Glickman, chairman and chief executive officer of the Motion Picture Association of America.

Addressing about 2,000 people at Paris Las Vegas' Theatre d'Arts, Glickman said he's proud of what movies do and say for America. The industry contributed about $80 billion to the U.S. economy and provided jobs to 2.5 million theater workers, he said.

"That's important, but it's just a small part of it," Glickman said. "We can never forget our power to change people's lives and in doing so to change the world."

Glickman said the film industry is one of the few American industries that has a surplus of business in other countries. "Avatar" was the top-grossing film in Chinese history, he said.

The death of movies at the theaters has been "greatly exaggerated," said Adam Fogelson, chairman of Universal Pictures.

The industry produced 31 films in 2009 that grossed more than $100 million in box office sales, including seven 3-D movies. The 3-D blockbuster "Avatar" brought in more than $700 million.

"Neither economic hard times nor the proliferation of home entertainment that caused so much fear over the years ... none of it can compete with the experience of going to the movies," Fogelson said. "When they're good movies, they're good business, as 'Hangover' showed us last year."

Fogelson said he's "incredibly enthusiastic" about upcoming summer films, including "Robin Hood" starring Russell Crowe that's scheduled to be in theaters May 14. Another one is "Despicable Me," an animated 3-D film with Steve Carell as the voice of the main character.

One of the biggest issues facing the industry today is copyright infringement, Glickman said.

"We now have a copyright czar at the White House," he said. "The government now sees intellectual property is an important principal as it relates to the world."

John Fithian, president and chief executive officer of the National Association of Theatre Owners, said technologically savvy opportunists are using camcorders in theaters. Proprietors have had some success in stopping them from recording, but it's still happening.

"Tell your movie people to be diligent in looking for people filming," he said. "This a global battle which we must take seriously."

Fithian said movies released in theaters produced $1 billion more in sales than movies released on DVDs. He believes box office receipts for 3-D movies will double or triple in the United States and grow even faster overseas. "Avatar" put to rest any doubts about the staying power of 3-D movies, he said.

Glickman also talked about maintaining integrity and confidence in the movie rating system. He said his company has worked to provide "transparency" in how the process works and to make sure that every piece of advertisement is appropriate for those who are going to see it.

He encouraged filmmakers and Hollywood producers to welcome input from the government and religious organizations and other outside forces in discussing content.

"We'll never find a bright white line at the intersection of free speech, creative and political expression and how parents raise their kids," he said.

Glickman gave his final address as chairman of the Motion Picture Association before taking his new job as president of Refugees International.

"Movies will always be my first love, but now I get to follow my heart back into public service," the former U.S. agriculture secretary said. "I won't say goodbye, just see you at the movies."

Contact reporter Hubble Smith at hsmith@reviewjournal.com or 702-383-0491.