The current Sydney lockdown and the tightening of restrictions across the country has dealt another blow to exhibitors.
The discounting of cinema tickets among some independent operators, Reading, Hoyts and Event Cinemas is so prevalent that some executives describe the practice as “a cancer” which is threatening at the industry.
Independent cinema operators under financial hardship as a result of the pandemic will be able to apply for one-off grants of up to $85,000 after the Federal Government announced $20 million for the sector.
Independent Cinemas Australia is inviting federal MPs and the wider community to visit local cinemas throughout next week in an attempt to raise awareness of the pandemic's impact on its members and secure greater financial support.
The response of Australian cinemas to the pandemic has inspired new research from the Queensland University of Technology about the connection between audiences and the big screen experience.
As long as people get back into the habit of going to the cinema and exhibitors can put trailers in front of them, the NSW independent sector should recover "quite well", according to Independent Cinema Australia president Scott Seddon.
The global rise of streaming services has not directly impacted cinemagoing but it has hurt independent films which traditionally have performed well at indie cinemas.
As cinemas across the country do it tough, Sydney Film Festival's Traveling Film Festival has partnered with Independent Cinemas Australia (ICA) to present two curated programs of features and shorts designed to drive audiences back to local theatres.