‘Taylor Swift: The Eras Tour’ is tipped to be one of the year’s biggest movies, with an opening-weekend box-office estimate of US$150 mil.
US cinemas are cashing in on the Taylor Swift frenzy, with tubs of popcorn going for US$19.89 at some theatres.
Usual cinema etiquette has been thrown out the window, with multiplexes such as AMC encouraging customers to dance, sing and even take selfies throughout screenings. Shot during three recent sold-out Los Angeles shows, the film contains no interviews, commentary or behind-the-scenes footage. The colourful, beaded accessories have become a key part of “Eras” fandom, with concertgoers creating and swapping bracelets bearing references to their favourite Swift lyrics and quotes.
Movie theatres, still recovering from the pandemic and faced with a dearth of new movies thanks to the ongoing Hollywood strikes, were also cashing in on demand for Swift merchandise.Staff reported fans arriving in the morning just to purchase empty soda cups at the full price of US$11.99. Some left with the maximum five cups allowed per movie ticket.
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