Cinema, Movie Theaters and Video On Demand English Posts by Davide Dellacasa - Maggio 4, 20200 The only way possible for cinema to fight this crisis is to start again with its rituality. The weekly routine, the arrival of new releases. Start again with launching movies, giving the audience an appointment for the release of the new highly anticipated pics. The theaters must open, safely, as soon as possible, accepting to release movies that are available simultaneously on VOD, to give the audience the possibility to choose among all the legal options available, they also have to guarantee the distributors that no matter what the situation of the movie theaters will be, when the planned date will come, there will be the maximum potential for the return on the investment. Then everyone will have to do their very best for the future, producing great movies and promoting the magic and uniqueness of cinema and the art of telling great stories, in comparison to the contained background noise that only distracts us from the timeline of our lives.