How Movie Theaters Are Embracing Taylor Swift’s ‘Eras Tour’ Extravaganza: Axing No-Cell Phone Rules, Rushing $1.5 Million Renovations and Merch Galore
variety.comgasp — even use them for Taylor Swift‘s “Eras Tour” concert film, which premieres in theaters on Friday. “We want you to take selfies and pretend like it’s a concert,” he says.
Swift, too, has encouraged her fans to treat the big screen extravaganza like it’s another stop on her record-breaking, sold-out stadium tour. “Eras attire, friendship bracelets, singing and dancing encouraged,” she wrote on Instagram while announcing the theatrical release.
Employees at Marcus Theatres are ready for rowdy Swifties while prioritizing their safety during the three-hour screenings. “We hope it won’t get out of hand.
This is new for us, too,” Marcus says. “I really hope people are not standing on seats. We have stadium seating, so there’s no reason.” From million-dollar renovations to doubling the cleaning staff, Variety spoke to ecstatic theater owners about how they planned (and made sense of) for the movie event of the fall. Location: Seven theaters across the midwest How did you prepare for opening weekend? Jacobson: We had been planning a renovation of our 10-screen theater in Livonia, Michigan.
Read more on variety.com