The country’s largest multiplex operator is trying to survive, but sometimes, effort isn’t enough.

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This has historically been a seasonally potent time at your local multiplex. Movie studios make the most of the Thanksgiving holiday weekend, anchored by large family reunions that are full on leftovers but hungry for entertainment. Hollywood puts out potential blockbusters, wooing theater goers in large groups.

Things naturally are going to play out very differently year. Studios and patrons alike are steering clear of the movie house in the new normal. Science-abiding families are keeping their holiday reunions in check, if not virtual. Have you seen the Black Friday deals on dirt cheap gargantuan high-def TVs to flesh out your home theater? 

It’s fitting that the only film of note opening this holiday weekend is Comcast‘s (NASDAQ: CMCSA)The