The initiative grew to involve theater chains and film festivals that were affected by the pandemic.
[1] Major specialty chains Alamo Drafthouse and Laemmle Theaters began partnering with the distributors.
The strategy is recognized as a way for distributors to make up for lost box office sales and to empower moviegoers to support their local theater.
[3] In April 2020, in response to the COVID-19 crisis, the re-release of actress turned director Lee Grant's documentaries (including the 1986 Oscar-winning Down and Out in America) was re-imagined as one of the first examples of virtual cinema and became "the first virtual repertory series.
"[4][5][6] Other "virtual cinema" examples included the animated films Trolls World Tour and Scoob!