Marvel's 'Black Widow' lures moviegoers back to Columbus movie theaters

Decked in Marvel memorabilia with a warm bucket of buttered popcorn in hand, local moviegoers are coming back to Columbus theaters for a “real cinematic experience.”

With films such as "F9: The Fast Saga," "A Quiet Place Part II" and "Black Widow" making their theatrical push this summer, Delaware resident Brandon Jordan, 26, and Erica Lemble, 28, of north Columbus, said they've yearned for a return to theaters.

And for Lemble, Thursday evening was her first since the start of the pandemic.

"I'm most excited to be in the theater for the overall movie experience and just the screen being way bigger than I am instead of a tiny little TV," she said. 

Beyond the loss of human interaction during the early parts of the outbreak, Jordan said he's missed the pulsating excitement that circulates throughout a multiplex. While streaming platforms supplemented his thirst for a cinematic experience, nothing compares to being inside a packed auditorium on the night a movie premieres.

"It's a whole different ball game once you get that social and interactive setting," Jordan said. "A movie theater is the staple of that. I missed this entire experience."

After waiting two years for a new Marvel Cinematic Universe release, Westerville resident Parker Van Scyoc, 22, said he's thrilled he and other die-hard fans can obsess over how "Black Widow" fits alongside the franchise's pantheon of shows and films. 

"There's always a special place, especially for Marvel fans, when you're out here the first night with people that are here with you," Scyoc said. "There's nothing like it. Being here feels like a safe place and everybody's excited to get back."

Sean Forney, 39, who's worked as an illustrator for Marvel Comics, said he's excited to join his friends to see "Black Widow" and other action-packed films in-theater. Then, after the credits roll, fixate over their hidden Easter eggs or underlying messages over dinner, long a tradition among them, he said. 

"We've been building up the hype, guessing what will happen and all that kind of stuff, so yes, I'm excited to see that," the Delaware resident said. 

Like Scyoc and Forney, for many, the release of "Black Widow" is more than an origin story of the franchise's most-beloved heroine. The Scarlett Johansson-led action thriller is expected to draw moviegoers back to theaters in droves.  

The thought of theatrical runs has waned as the movie industry has leaned on streaming platforms such as Netflix and HBO Max to avoid financial fallout. But over the first half of 2021, box-office numbers have shown a sliver of life.

Both Marcus Theatre and AMC Entertainment were unable to provide numbers that highlighted the boost of in-theater attendance. But since Memorial Day weekend, Marcus Theatre spokeswoman Mari Randa said it's clear: the big screen is back.

After more than a year of delays and uncertainty surrounding the film's debut, Randa noted how “A Quiet Place Part II,” released on Memorial Day weekend, was the first movie to surpass $100 million at U.S. box offices during the pandemic. 

The film was quickly followed by the success of "F9," the latest installment in the ever-expanding "Fast and Furious" series. Carried by fans' anticipation after similar delays, the action flick grossed $70 million domestically in its first three days, setting a new benchmark for the pandemic era. 

But Brenton McAdow, general manager for Marcus Crosswoods Cinema, doesn't expect the film's record to stand for long. 

Given the number of presale tickets that were sold for Thursday evening, McAdow said Marvel's newest installment is likely to top the opening weekend numbers of every film released since the pandemic. And as more blockbusters are released theatrically, the more profitable they will become, he said.

"We've seen an uptick in people coming through the doors," he said. "I think people are getting more comfortable and the more they see the movies are coming out and they're getting these blockbusters, the more they'll come out in droves to see the movie."

"Black Widow" is projected to be the summer's biggest box office hit and the top-grossing film since the start of the pandemic. 

Even with the film available to watch on Disney+ as part of the streaming service's Premier Access program, "Black Widow" is projected to generate between $80 to $110 million throughout nearly 4,000 theaters, according to Boxoffice Pro

In comparison to other Marvel installments, the film's lowest opening weekend projection is ahead of "The Incredible Hulk" ($55 million), "Ant-Man" ($57 million), "Captain America: The First Avenger" ($65 million) and "Ant-Man and the Wasp" ($75 million). 

If "Black Widow" lives up to its highest projection, it will top the opening weekends of "Captain America: The Winter Soldier" ($95 million) and "Guardians of the Galaxy" ($94 million). 

The numbers have yet to be determined, but Columbus' theaters have high hopes for the film industry going into this weekend's opening and beyond.

At a glance

"Black Widow" is showing at Columbus 10 at Westpointe, Crosswoods, Dublin Village 18, Easton 30, Gahanna 16, Grandview Theater, Grove City 14, Lennox 24, Movies 12 at Carriage Place, Pickerington and Polaris 18 theaters,  and the South Drive-in Theater.