Nobody goes to the movies anymore, or do they?
The movie theater is dead and will never come back. At least that’s what we thought 6 years ago during the COVID pandemic. Just 2 years later, on May 27, 2022, Tom Cruise flew onto the big screen with “Top Gun: Maverick,” and suddenly there was a box office hit. Indeed, what a hit it was — grossing over 700 million dollars in ticket sales.
Movie Theaters Make a Comeback
In case you hadn’t heard, last weekend was record-shattering at movie theaters everywhere. The business that was totally over in 2020 set an all-time weekend record. Notably, the U.S. and Canada total gross was just over 426 million dollars. The premiere of the latest Spiderman movie led the charge. I was responsible for about $40 of that total. Parking near my local theater was impossible. Later, when I made the long walk to my car after the movie, several people almost came to blows trying to get my spot. Yes, it was that busy.
The dinosaur movie theater business has roared to life. Clearly, not everyone is sitting on their sofa watching Netflix. If you’re asking why, the answer is simple — compelling reasons exist to leave the house. It started with Tom Cruise and continues with Spiderman. Additionally, there’s an almost 3-hour rendition of Greek mythology in “The Odyssey.” These are movies that couldn’t wait for streaming release.
Radio Can Learn from the Movies
Some have the same perception of radio that they did for the movie theater. However, I believe — just like the movie business has grown — radio can grow too. We simply need to generate more compelling content. I’m not saying you need to emulate the Mancow stunt of 1993. That stunt stopped traffic on the Bay Bridge for a haircut in morning rush hour. It could land you in jail. Yet, why can’t we make some content that gets people talking? It’s time to take more chances.
Examples from America’s Largest Markets
Take a look at the two largest markets in America. The biggest show in New York this spring with adults 25-54 was the Breakfast Club. The outspoken Charlamagne Tha God does not do conventional radio. Significantly, even his interviews from Kamala Harris to Kevin Hart end up getting media coverage. This makes his brand bigger. In LA, it’s Woody on Alt or Klein and Ally on KROQ. While Woody’s antics are well known, Klein and Ally also depart from the norm. When Klein’s car was stolen, they tracked it live on the morning show until the vehicle was recovered. Furthermore, Ally got her IVF injections in the studio during their broadcast. Listeners could hear the real moment unfold. That content beats the heck out of another wreck on the 405. The audience was in on real life. Were they sure it would work? Probably not. But they took a chance and it did.
The Challenge Ahead
Now, more than ever, we have to stand out from the crowd. There is so much content available today. Consequently, you cannot afford to blend in or be like everyone else. I challenge every program director and morning show. Do this before the fall rating period begins. Regardless of format, create something truly memorable. Let’s give the audience something to talk about. People will think about radio and go out of their way to use us. You can take a chance by doing something big and different. Alternatively, you can wait for your parent company. Hope for a million-dollar marketing budget. I think my idea might be more realistic. Do for your brand what Tom Cruise and Spiderman did for the movies.
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Jim Ryan is a Music Radio columnist for Barrett Media. In addition, he runs Jim Ryan Media LLC, a consulting company which assists major market radio brands and top talent including national radio personality Delilah. Prior to relaunching his consultancy in 2025, Jim spent 15 years with Audacy/CBS Radio, serving as SVP of Programming. Among his responsibilities included programming WNEW-FM and WCBS-FM. His career includes additional programming stops in Los Angeles, San Francisco, and Houston. Jim was voted the #2 PD of 2024 in Barrett Media’s Top 20 series in the AC category. He can be reached by email at Jim@JimRyanMedia.com.