Out of the woods and into the multiplex.
This weekend, cinemas will become holy ground for fans of Taylor Swift, whose cross-country Eras Tour enchanted millions. Now, the musical mastermind is staging a big-screen takeover with her concert movie “Taylor Swift: The Eras Tour,” which is all but assured to win the weekend with a mind-blowing $100 million-plus opening. Since the first U.S. leg of the tour ended in August, Swift has stayed in the headlines, thanks in part to her MTV VMAs sweep, her forthcoming “1989” album rerelease and her rumored romance with NFL player Travis Kelce.
Although plenty of artists have released concert films in the past, “this is a different beast,” says Stephanie Silverman, executive director of the Belcourt Theatre in Nashville, Tennessee. “It seems to us that her desire is that this (movie) is as much a concert experience as the live concert experience is for people. So we’re going to definitely just chill out and let people enjoy it in the way that they want to. The audience will create the culture in (the theater) and we’re going to roll with it.”
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Jeff Kaufman, senior vice president of film and marketing at Memphis, Tennessee-based chain Malco Theatres, expects a similar phenomenon to this summer’s “Barbie,” which also saw many excited moviegoers dress up to go to the theater and post about it on social media. Dancing is welcome, as long as they don’t block the theater aisles.
“Our theater employees are always checking in on screenings and this film presentation won’t be any different,” Kaufman says. “If issues arise, they will be dealt with at that time. We expect our audiences to come have fun, enjoy the film and our theaters. I certainly don’t think the film will be any louder than ‘Top Gun!'”
As Swifties head to cinemas in unprecedented numbers, Silverman asks that moviegoers please “be good” to theater employees and to remember to “always tip your concession stand.” Here’s what else you should know about the “Eras Tour” movie, which starts showing Thursday night:
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According to the AMC Theatres website, the “Eras Tour” movie runs 2 hours and 48 minutes. There is no intermission, and the theater chain notes that there will also be an additional 10 to 15 minutes of pre-show and trailers before the film begins.
Hours before her “Eras Tour” movie premiere in Los Angeles, Swift announced that she will be gifting the concert film to her fans early.
“Due to unprecedented demand we’re opening up early access showings of The Eras Tour Concert Film on THURSDAY in America and Canada!!” Swift posted on Instagram Wednesday night. “We’re also adding additional showtimes Friday and throughout the weekend.”
All tickets will be available to purchase by 10 a.m. Thursday, Swift added.
“The Eras Tour” has been rated PG-13 for “some strong language and suggestive material.”
AMC’s website states that moviegoers should “feel free to take selfies and group photos, but you may not record the concert film on our big screen.”
AMC’s website says: “We encourage dancing and singing throughout this concert film event, but please do not dance on our seats or block other guests from viewing, safely walking or exiting the auditorium.”
Alamo Drafthouse, which famously has strict noise and phone policies, is also loosening restrictions, as long as moviegoers are respectful.
“We’re definitely down with you getting a little rowdy at the screenings – within reason, of course,” Alamo says on its website. “Let’s keep it fun and cute out there.”
Swifties are eager to get their hands on any new “Eras” merch. That includes tour-themed plastic popcorn buckets and fountain drink cups, which will be sold at theater chains including Cinemark, AMC and Regal. Prices for the individual items range from roughly $10 to $14 each, while the popcorn tub-and-cup combo goes for about $20.
Alamo Drafthouse locations are offering “exclusive props, merch and themed drinks that you can’t find anywhere else,” according to the dine-in theater’s website. Cinergy Cinemas similarly has a Swift prosecco cocktail, “Eras”-themed menus and photo opportunities in theater lobbies with life-size cardboard cutouts of the singer.
AMC will also give out free “Eras” mini-posters while supplies last.
Throughout the tour, many concertgoers dressed in costumes representing Swift’s album “eras,” whether it was re-creating some of her most iconic looks or choosing outfits that nodded to specific lyrics. According to AMC’s website, “Taylor Swift Eras attire” is “strongly encouraged.”
During the tour, trading handmade friendship bracelets also became a popular phenomenon among concertgoers, whose beads would spell out various Swift song and album titles, as well as inside jokes. Leaked photos on social media hint that AMC may have its own variation on the colorful jewelry. But in the meantime, fans are encouraged to make and bring their own to the cineplex.
The film is expected to follow Swift’s epic 45-song setlist from her “Eras Tour,” beginning with fan favorites from her 2019 “Lover” album and ending with songs from last year’s blockbuster “Midnights.” Hits from major albums such as “Folklore,” “1989” and “Red” are also well-represented throughout the nearly three-hour setlist. Then, of course, there are the surprise songs that she’s delighted fans with during her acoustic set.
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Swift’s concert film was shot during the first three nights of her six-show run at SoFi Stadium in Inglewood, California, in August. At each stop of her 52-date U.S. tour, she reserved a portion of the set list for a pair of acoustic songs, which alternated with every show.
Swift performed a total of nine surprise songs over the course of the three SoFi Stadium shows where she was filming — “I Can See You,” “Maroon,” “Our Song,” “You Are In Love,” “Death By A Thousand Cuts” and “You’re on Your Own, Kid” — all of which have potential for inclusion in the movie.
Contributing: KiMi Robinson
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