Summer’s unofficial kickoff bringing relief, much-needed economic boost for businesses

MILWAUKEE (CBS 58) – Summer traditions are starting to look like they did before the pandemic and that is a welcomed sign for industries that rely on them for their livelihood.

The movie industry is aiming to hit $100 million at the box office this holiday weekend for the first time since the pandemic began. Theaters say tent-pole films like ‘Cruella’ and ‘A Quiet Place Part II’ are driving many moviegoers to the big screen for the first time in more than a year.

“Friday was this theater’s busiest day since reopening after […] the pandemic and the crowd’s really coming out,” Majestic Cinema of Brookfield general manager Alexander Neffenger told CBS 58.

The pandemic also forced the cancellation of nearly all summer festivals in 2020. Now, some are returning in a sign of hope for an industry that people like vendors, musicians and others rely on.

“It actually feels pretty great to be the first one to come back,” Julie Rome, the president of the Dan Jansen Family Fest told CBS 58 in an interview. The festival raises funds for community projects in Greenfield. “It’s great to see people enjoying live music, and just to hear live music throughout the weekend.”

The event was a welcomed return for vendors who rely on festivals in the area for their business.

“We lost all our income, we had a few events at the end of the season which was September, October,” said Sanita Hofer, who co-owns Wisconsin Fried Cheese Curds. “So it is very exciting to be back because this is how we make our money.”