Reinventing The Moviegoing Experience
from the about-time dept
For quite some time we've been amazed that the movie industry seems to constantly be complaining about how people aren't going to the movies any more -- and then trying to blame it on everything from text messages to BitTorrent without ever seeming to realize that going to the movies is a social experience. Improve the experience and more people will go to the movies. Instead, however, theater owners mostly just want to whine about how there's nothing they can do to compete with DVDs or downloads. However, while the big theater chains and the major studio execs might not get it, it's always been true that some smaller theaters have figured out ways to improve the experience. They've learned to make going to the movies fun, not just seeing the movie.A few recent blog posts suggest that some more people are finally trying to put in place business plans to do just that. Last week, indie theater owner Mark Cuban put forth a challenge, asking how to get people to actually go out to the movies. Robert Young, over at GigaOm, has put forth his response, suggesting that theaters learn to encourage positive word of mouth marketing related to actually going to the theater, by allowing people to pass on their ticket stubs to allow discounts for others to see the same movie. Meanwhile, Alex Billington wrote in to point out his own post about a new operation he's put together, called FirstShowing.net, which is designed to encourage people to come out to opening nights by giving them some kind of additional value, such as movie posters, free passes or other things. Neither of these ideas alone may amount to very much, but it's a start. It's showing that at least some people are working on ways to move the experience of going to the movies in the right direction... though it seems unlikely that the legacy players in the industry are going to recognize any of this any time soon.
Thank you for reading this Techdirt post. With so many things competing for everyone’s attention these days, we really appreciate you giving us your time. We work hard every day to put quality content out there for our community.
Techdirt is one of the few remaining truly independent media outlets. We do not have a giant corporation behind us, and we rely heavily on our community to support us, in an age when advertisers are increasingly uninterested in sponsoring small, independent sites — especially a site like ours that is unwilling to pull punches in its reporting and analysis.
While other websites have resorted to paywalls, registration requirements, and increasingly annoying/intrusive advertising, we have always kept Techdirt open and available to anyone. But in order to continue doing so, we need your support. We offer a variety of ways for our readers to support us, from direct donations to special subscriptions and cool merchandise — and every little bit helps. Thank you.
–The Techdirt Team
Reader Comments
Subscribe: RSS
View by: Time | Thread
Movie Experience
Going to the movies is no different than staying home and watching TV. Which I can do without the hassles. I no longer go out to the movies. What is so special about it? Nothing.
Until things change, I will say home with my money.
Movies used to be an experience in wonderful palaces, with serial shorts and fun trailers and delicious affordable snacks. Even the whole experience was fun and affordable.
Now days they greedily jack up the price and give you nothing but lousy food, commercials, rude cell phone interruptions, sad trailers, and sticky and smelly multiplex cabins.
Until Movie Theaters step up to the plate and begin offering quality experieces patrons will run not walk to their 1 inch by 1 inch cell phone screens for entertainment.
Wake up AMC and friends.
[ link to this | view in chronology ]
Why are all movies the same price?
[ link to this | view in chronology ]
how about....
[ link to this | view in chronology ]
[ link to this | view in chronology ]
An old fogy comments
[ link to this | view in chronology ]
The owners forget that most people actually like going to movies as its an escape from our day to day. Everyone has great memories of going to movies as growing up. But that quickly gets squashed by, $12 Tickets, $10 Snacks (min) and generally disgruntle staff.
Make the movies a better immersive experience, people will come. Keep doing this, and well.....I am happy I have my Big Plasma and Surround Sound system.
[ link to this | view in chronology ]
Enhance the experience
Different sitting arrangements possible, combined lounge chairs, sofas, seats for two (dare I say love seats?), etc.
Ability to reserve particular seating arrangement. You coming with family of 5? How about a big sofa, or a grouped set of comfy chairs. The first come, first serve, thing already starts to degrade the experience.
No commercials. I'm already paying for the ride, either give me commercials and a free movie, or kill the tailers, or at least limit them to two.
Give me a different variety of foods and drinks for a better price.
Impose a no cell phone area, blocking out the signal.
No one enters after the the movie starts. Of course, for me, that might mean having to pee in a bottle. oops, so much for a better experience. Looks like I might just have to continue watching my movies at home.
[ link to this | view in chronology ]
[ link to this | view in chronology ]
Re:
But yeah, that sounds pretty awesome. I'd go
[ link to this | view in chronology ]
Too dang expensive
[ link to this | view in chronology ]
Re: Too dang expensive
[ link to this | view in chronology ]
[ link to this | view in chronology ]
[ link to this | view in chronology ]
[ link to this | view in chronology ]
Come to Oregon
[ link to this | view in chronology ]
Try the NW Experience
[ link to this | view in chronology ]
Re: Try the NW Experience
Heck, it's not just McMenamins-- just about all the second-run theaters in the Portland area now are "pub theaters" where you can get real food (and soft drinks, juice, mineral water, etc. as well as beer) and sit comfortably while you watch a film.
If the first-run theaters can't manage that, here are a couple other things to try:
[ link to this | view in chronology ]
Creativity
[ link to this | view in chronology ]
Adverts
[ link to this | view in chronology ]
Tables
[ link to this | view in chronology ]
How to get people to go to the movies
[ link to this | view in chronology ]
Tables II
[ link to this | view in chronology ]
Re: Tables II
[ link to this | view in chronology ]
If you live near a Muvico...
for showings of Harry Potter, Star Wars, The Matrix, and Lord of the Rings, or any special new release, we took 1/2 days off at work, and went to the afternoon shows, and then went out for dinner.
We so wish they would build one here in NorthCarolina !
[ link to this | view in chronology ]
Movies different from the states
If the theatres here want more people to go see movies at least renovate the place and make the food better like people in the previous posts mentioned, also have a variety in the food as well.
[ link to this | view in chronology ]
The Theater Experience
So I see the biggest issue with theaters today is quality. Yea, price is a problem too, but I wouldn't mind paying it if the experience was worth it.
[ link to this | view in chronology ]
Sucky Theaters!
There are two theaters in Uptown Minneapolis: The Uptown and the Lagoon.
They are the worst theaters in town... Old, smelly, uncomfortable, yet they are as expensive (or more) as any AMC or else...without the comfort...
Sadly, they show very good movies most of the time... Indies, Limited Release, and what not. It is just a profound love/hate feeling... love the movie, hate the theater
[ link to this | view in chronology ]
[ link to this | view in chronology ]
Disrupting the Movie Business
* What is the job that people are 'hiring' movies for when they go to the theater?
* What are barriers to the consumption of movies?
* Are there ways to eliminate or reduce some of these barriers?
* Are parts of the market overshot?
* Is there a simpler, lower-cost approach that appeals to a neglected or underserved market segment?
The first two questions are relatively straightforward and I will take a quick crack at them.
http://www.ondisruption.com/my_weblog/2006/07/disrupting_the…
The other three questions are at the heart of the issue and I will attempt to address them over time.
I am still thinking this through, but it might be interesting to look at the MobMov (Mobile Movies) movement of so-called guerilla drive-in theaters that started in California and is nowunderway worldwide, using simple technology to create a Do-It-Yourself drive-in.
http://www.ondisruption.com/my_weblog/2006/07/do_it_yourself_.html
This do-it-yourself drive-in has several hallmarks of disruptive innovation:
* Clear 'job to be done:' A fun night out at the drive-in with a community of friends;
* Consumers are doing it themselves by cobbling together a solution;
* Simple, low-cost technology;
* Improving technology (specifically projectors, the most espensive part of the system);
* Misunderstood by some, including municipal police in a few cases;
* Ignored by most of the mainstream industry (specifically electronics suppliers, movie theaters and movie makers.)
Mike
www.OnDisruption.com
[ link to this | view in chronology ]
Small Seats, High Prices
That means that I avoid any movie on opening weekend.
I've got the 55 inch wide screen tv at home with 7.1 digital surround, so I go to movies for a time away from home in a crowd setting. It's still supposed to be enjoyable.
[ link to this | view in chronology ]
Easy...
[ link to this | view in chronology ]
Times are a changin'
[ link to this | view in chronology ]
Yep, movies suck
[ link to this | view in chronology ]
Become a part of the neighborhod (and serve beer a
They do some community-oriented events, like movie benefits, and a local guy has a regular gig where they show cheesy old movies. Monday nights parents can bring their infants to the movie for free and know that nobody will complain.
What I like about this place is the fact that it feels like part of the neighborhood. I see people I know there, and because of the relaxed atmosphere, I get to talk to them. The experience is always different, but always interesting.
Big theater chains have to play the "bigger, better, more impressive" game to compete with each other, and that will always be a losing strategy in the long run--"Impressive" wears off pretty quickly.
Small neighborhood theaters may not make a ton of money (I know the Parkway doesn't) but big chains will never beat the experience.
Oh yeah... and sell beer.
[ link to this | view in chronology ]
Are you listening, industry?
You equivocate on whether the movie is the product or the experience is the product, depending on which sounds better in your argument of the moment. The experience should be your product, as if it's just the movie I can wait 6 months, rent it, and my whole family can see it for $3 in the comfort of my living room, an experience I can promise you is far more pleasant than going to the theatre. Because, frankly, the experience in the theatre sucks.
The very first part of the experience is the price at the ticket booth. You want to sell a group of five for $60 what could be had, as I said above, for $3. You need to offer something significant to be worth that difference, and right now, you don't. Sure, it's a huge screen, and yes, that is worth something, but not $57.
The next part of the experience is the snack bar. You've trained us well, me included. I like to have popcorn with my movie. And of course, popcorn wants a drink. Here I lose another $60. So the tab for going to the theatre is $120, plus the gas to get there, which is neglible. Which is saying something, mind you, considering the price of gas. To be fair, the food in my fridge at home isn't free, and I have to burn the gas to get to the movie rental store. I'll round WAY up and say the at home tab is $12.
That's a ten-fold premium to come to your establishment before I ever get to my seat. So let's talk about those seats.
$120 buys me all the comfort and elbow room of a coach airline flight. I have people kicking the back of my chair. I have to listen to people talking on cel phones. I have to figure out how to tuck my ankles into my armpits because somebody wants to get by to use the restroom. And, oh God... my feet are stuck to the floor.
$12 buys me a seat in an overstuffed recliner in a room with a clean floor, no cel phones, and clear paths to a restroom that requires nobody to be a contortionist.
At home, I can skip the commercials for Coke and Vonage (trailers I actually kinda like). At home, I can pause if I need to use the restroom. At home, I can watch the movie a second or third time for the same price. At home, I can have a steak dinner with my movie and still not have paid as much as going to the theatre and eating popcorn.
But, hey, that screen sure is big, isn't it?
You want more people parting with their money? Here are the issues you need to address.
1) You charge too much for both tickets and food. Someone above suggested that a ticket from a previous viewing could then serve as a coupon for a current viewing - I think this is a brilliant idea. And $8 for 5 cents worth of popcorn is just criminal.
2) The environment sucks. It's dirty and cramped. For some reason, you no longer throw out disruptive patrons. For some reason, even with the mugger's prices on tickets, you think I want to be assulted with the same crappy commercials I see on TV at home. Stop it.
3) You aren't selling an "experience" unless I'm to believe that being herded like cattle is an experience worth paying for. Line up, sit down, watch the blinking lights, get the hell lost. Sell me an experience I want. A movie poster to take home. A lounge where people can sit and discuss the movie they just saw (assuming people watch a movie with content worth discussing - the latest Segal flying fist fest need not apply). OR, and I'll make this its own sub-point:
3a) stop opposing day-and-date releases. Or, rather, get exclusive day-and-date release rights, and give me the option of buying on DVD the movie I just watched. I love this idea. (wish I could take credit for it)
There you have it. My 2 cents, anyway (marked up to $5 for industry executives). And every other word written in this thread. We are your customers. At least, we want to be.
You do want us as customers, right? So, are you listening?
[ link to this | view in chronology ]
Duh!
The theatres are just as bad as big oil. The gouging is just totally insane and uncalled for.
[ link to this | view in chronology ]
Stop Showing Crap
[ link to this | view in chronology ]
why movie going sux
[2] The parents who refuse to control those kids
[3] The cell phone user
[4] The big-mouth plot ruiner
[5] The noisy eater
[6] The A-hole who sits in front of you in an otherwise empty theatre.
[ link to this | view in chronology ]
Re: why movie going sux
[ link to this | view in chronology ]
comment going to movie
[ link to this | view in chronology ]
[ link to this | view in chronology ]