Prof. Tirtha Dhar, interim chair of the Department of Marketing, spoke to the Financial Post this week to discuss the future of retail and movie theatres in particular, as the pandemic wears on.

The holidays are typically a time when retail stores and movie theatres see brisk business and when the big movie studios release blockbusters. So what will happen to the movie industry as the pandemic wears on?

“It’s the million-dollar question,” Dhar replied.

Ticket sales at movie theatres were declining even before the pandemic because of pressure from online streaming services, Dhar noted, adding he predicted this year’s shopping season would also be unusual, filled with unusual shortages and price hikes.

Dhar is a professor of marketing with expertise in the marketing of food, movies, and internet services.