San Jose's 3Below Theaters has continuously adapted since the onset of the COVID-19 pandemic, executing multiple strategies to draw audiences back. Despite efforts including outdoor screenings, live theater, and a subscription service, attendance has remained below pre-pandemic figures. Their latest venture, The Big Screen Project, will suspend live performances in favor of showcasing over 200 films across 18 themed series to foster community engagement in the theater, aiming to reignite audience interest and attendance.
For the rest of the year, 3Below is putting live theater productions on hold and instead will offer a smorgasbord of more than 200 movies and events divided into 18 entertaining and thought-provoking series.
We hope The Big Screen Project gives people a reason to get out of the house and come back to the theater.
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