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Judgment Day for Movie Theaters
Will technology terminate the future of the cinema—or is it the key to its survival?
Photo courtesy of Apple
"The unknown future rolls toward us," says Sarah Connor after narrowly averting a technological Judgment Day in Terminator 2. It's a scary scenario, and one that parallels the bleak outlook for motion picture theaters. like music before it, the movie theater is battling for its very existence in a highly volatile environment comprised of advances in technology and rapidly changing consumer tastes.
Call it the Digital Revolution. The iPod Age. Whatever you like. A generation where everything is on-demand, portable and downloadable within minutes. YouTube, Netflix, MySpace, iTunes, Movielink, CinemaNow, Tivo, Vlog Central, etc.- they're all changing the way films and video are distributed to audiences.
In its heyday, the movie theater represent- ed the traditional social outing: Dinner and a movie. But today, the theatrical is being replaced with convenience. The big-screen, high definition televisions with surround sound that many people have in their very own living rooms rival many neighborhood movie theaters. In addition, a virtual assort- ment of movies and television shows are available at the touch of a button, download- able to devices smaller than your palm- whenever you want, however you want.
With all the entertainment options and technologies vying for audience attention, today's movie theaters are under attack. Even though box office receipts this year may show some promise, particularly with the number of slated summer sequels (Spider-Man 3, Shrek the Third, Pirates of the Caribbean: At World's End), this is merely a fa?ade, mask- ing immediate dangers.
Theatrical survival will depend upon how well these crucial battles are fought...
Theaters vs. Internet
While the main distribution hub for films has always been the theater, the Internet is leading this revolutionary charge. Laptops, home theater hard drives and por- table devices like iPods are all capable of playing movies-not to mention the assort- ment of new formats, like video phones and digital devices the size of a pen, that are arriving on the market in force.
Theaters vs. DVD
The gap between theatrical and DVD releases was once fixed at six months. But that gap is narrowing-down to four months or less in many cases. Steven Soderbergh's Bubble hit theaters and DVD on the same day. The smaller the gap, the more likely audiences will forego the theater for the DVD. Add to that the huge decline in DVD prices, which are now equivalent to the cost of a single adult ticket on a Friday night. (We haven't even mentioned the diluted effects of DVD piracy.)
Theaters vs. Television
As high definition television prices go down and the amount of high definition content goes up, fewer people need to go to the theater to experience high-quality entertainment. Additionally, with network and cable stations producing more cinematic content, original movies and series like "The Sopranos" and "Lost," the "uniqueness" of motion pictures dissipates.
Theaters vs. Other Entertainment
Video games, online communities, por- table music, home theaters and other forms of entertainment are taking audiences away from the theater. Although last year movie attendance was up 3.3 percent, it has been steadily declining. In 2006 video game sales one again surpassed the movie industry's, $12.5 billion to $9.49 billion.
So what does all this mean for movie the- aters? Are they about to say "Hasta la vista, baby?" Or will they continue to thrive as a unique social experience?
In spite of all the doom and gloom, there is hope. Recognizing that it's no longer a Field of Dreams situation (if you build it with stadium seating, audiences will come), the theater industry must get creative and take more chances to stay in business.
In an all-out effort to preserve the future of the theater experience, here's how some moviemakers, theater owners and industry entrepreneurs are shaking things up.
D-Cinema
The most obvious change, of course, is in the area of digital projectors and digital libraries (known as d-cinema). The addition of digital projectors results in better resolu- tion and a higher quality image. In conjunc- tion with high-speed technology and stor- age devices, theaters will be able to request and receive "virtual prints" in a matter of minutes, increase their programming flex- ibility, encrypt the prints and help prevent the threat of piracy and save on transporta- tion fees without the risk of damage.
The roll-out has officially begun. It's a slow and onerous one, however, due to lack of standards, varying technologies competing with one another in an attempt to meet DCI specifications and, most significantly, the high cost associated with the upgrade. An old projector might set you back $30,000, but it will last 30 years; the cost for a digital projector is $120,000 to $500,000-and there's no telling how long such emerging technology will last.
Currently, a little over 1,500 screens operate with digital projectors. According to John Fithian, president of the National Association of Theater Owners (NATO), the transition to digital for the nearly 40,000 screens in the United States may take approximately 10 years.
Cinema with a Twist
if you live in Massachusetts or the surrounding area, you're probably already aware of the cinematic experience known as "Cinema de Lux." One of the most cutting- edge cinematic experiences today is derived from National Amusements, a world leader in cinema with over 1,500 screens in the U.S., U.K., Latin America and Russia. With Egyptian or 1950s themes, its theaters pro- vide a unique and glamorous atmosphere for watching movies, live entertainment and upscale dining.
Says spokesperson Wanda Whitson, National Amusements is "focused on put- ting the 'wow' back into the movie-going experience... [making our] theaters a com- munity entertainment destination."
The sixth largest exhibitor nationwide is always exploring new options-a baby grand piano greets patrons in the lobby, ushers lead moviegoers to reserved, leather seats in the Director's Hall and a bartender serves up wine and cocktails from the movie lounge, replete with plasma televisions and sporting events.
Recognizing the power of video games, Enrique Martinez has created the concept of Cinegames, a small theater at the Yelmo Cineplex in Madrid that has transformed computer game play into a community event.
A hybrid movie theater with HD projec- tors, vibrating seats, game pads, laser and black lights, smoke and dozens of 17-inch screens attached to individual chairs, this theater shows movies while also providing audiences with games and entertainment. Such games as the futuristic "Battlefield 2142" and realistic and arcade driving games such as "GTR2" and "Trackmania United" are all available on the big screen.
Recognizing the need for theatrical change, moviemakers are putting the "theater" back into the movie theater. Director Guy Maddin, whose recent Brand Upon the Brain! represents a throwback to the silent movie era, incorporates a live orchestra, five-person sound effects team, castrato and celebrity narrator a la Isabella Rossellini, Alanis Morissette or Crispin Glover. Says Maddin, "Anything can go wrong with these crazy elements; every performance is always different."
A black-and-white teen detective serial with a smashing debut at the 2006 Toronto Film Festival, Brand Upon the Brain! is slated for more live per- formances this summer at The Music Box in Chicago, The Village East in New York and The Egyptian Theatre in Los Angeles. If it catches on, it may captivate and energize audiences in the same way midnight show- ings of The Rocky Horror Picture Show have in the past.
Innovations
More recently, theaters are adapting to the widely popular innovations that 3-D and IMAX technologies provide for the presentation of films. Unlike anything you could replicate in your home theater, the IMAX experience boasts the largest of screens (up to eight stories high) and some of the most crystal clear images and crisp digital surround sounds you'll ever hear or see.
The growth is phenomenal, as moviegoers seem to be flocking to these large screens in record numbers. Take, for instance, The Polar Express, which grossed $121 million on 3,500 2-D screens while the IMAX 3-D experience grossed $40 million on just 68 screens! Obviously, moviemakers must use IMAX cameras and theaters must have IMAX projectors, screens, sound and DMR. But many of the year's biggest blockbusters are expected to have an IMAX print. Recent films such as Night at the Museum, 300 and Spider-Man 3 have been shown in this large format, to be followed this summer by Harry Potter and the Order of the Phoenix.
Like IMAX, many auteurs such as James Cameron are innovating and pushing the technical boundaries of the static cinematic experience. Combining IMAX technology and using stereoscopic digital 3-D, Cameron is stretching the limits of moviemaking and performance capture with his own 3-D HD cameras. "I've made the decision to shoot all the movies I direct in the future [in 3-D]," said Cameron at NAB 2006. Such technol- ogy will be on display soon, with the upcom- ing releases of Avatar and Battle Angel.
4-D amusements
Along those same lines, if you've ever experienced R.L. Stine's "Haunted Light- house 4-D" at SeaWorld, Universal Orlando's "Shrek 4-D" or Disney-MGM Studios' "Muppet Vision 4-D," you may have witnessed one future of motion picture cinemas, one closer to a lively amusement park ride than a static experience. Replete with water shots, rapid bursts of air and varying smells to tickle the senses, these 4-D amusements are highly interactive and could easily land in your neighborhood the- ater with just the right technology.
So what is the future of the theatrical experience? Will theaters succumb to ever- changing technology, the Internet, DVDs, home theaters and the endless stream of film distribution capabilities? Or will they adapt and change, evolving into something extraordinary?
The key to survival is understanding the theater's primary purpose: To provide a communal experience that cannot be repli- cated at home, like watching the latest com- edy with a packed house of raucous viewers rolling in the aisles or a scary movie with strangers jumping at the sound of a creak. Ponders Maddin, "What activity, other than a shooter-drinking contest, is a better first date than going to the movies?"
Innovations such as these may help usher in the theatrical experience of the future. But only if theaters adapt and change with the times. If they do, they just might avoid Judgment Day-the day when technology terminates the movie house. MM
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COMMENTS | POST A COMMENT 
- Comment by Stephen Colson on 11/01/07 at 2:45 pm
Good article overall, but I respectfully disagree with any implication that in-home technology and delivery systems represent the greatest threat to movie theatres. Movie-going (a.k.a. in a commercial movie theatre) provides an out-of-home entertainment experience that is more than presentation and its technological advances.
While the sight and sound of a theatre presentation must keep pace with available technology, movie-going competes mostly with other out-of-home entertainment venues at a lower price than, say, the ticket cost to a concert, ballgame, stage play, et al.
Will the public continue to seek out-of-home entertainment options? You betcha! We can have an elaborate and sophisticated theatre setup at home and still feel a need to “escape” outside the home for a change in environment for movies, ballgames and other events.
For movie-going, a theatres can offer a better experience with a shared audience on a larger-than-lifesize screen. Besides, in-home movie viewing can provide its share of interruptions to total immersion (phone calls, “honey do’s”, etc.) and, besides, I saw a movie in my home last night (regardless of the competing vurtue of delivery systems and formats).
Technology offers enhancement for movie theatres, rather than replacement of them. Consequently, continued improvement in the overall quality, amenities, management and experience of going to a movie theatre, rather than technological advances, will have greater impact on future movie-going in theatres.
- Comment by computeReye on 9/28/08 at 12:59 am
When DVD and home theaters first appeared, I had the feeling that cinemas would go down or be disappeared, however, as time goes by, there is no evidence that people would not choose to see a film in cinema. No matter how vivid and luxury the home theaters are, you can hardly experience the convulsion seeing it in the cinema. That is a war between high-tech and old classic, but there is no winner.
- Comment by Kent holiday cottages on 10/10/08 at 10:13 am
I think it makes total sense that the games industry is surpassing the film industry. Games offer a much higher level of immersion in a story than films can offer and many more hours of entertainment.
- Comment by Jesse Thomas on 4/17/09 at 3:13 pm
First of all, no sophisticated adult that I know of spends their time playing video games. Video games are for children. Movies, however, are for to EVERYONE.
People have been predicting doom and gloom for the film industry (and its primary distribution venue - theaters) practically ever since it came into existence just 100 years ago. First it was Sound, then Color, then Television, then the anti-trust cases, then the collapse of the studio system, then VHS, then DVD… and now, OH MY GOD!, it’s Digital Technology and the Internet. But the film industry has always risen to the occasion, evolved and remained strong in the face of adversity. It has kept up with this twisting snake of technology very well, and it’s pretty short-sighted to think that more new technology spells the end of the “old fashioned days” of movie theaters. After all, the Internet has been around, now, for what… 20 years?
See, the film industry has a secret weapon—MOVIES! People love them. And anyone who thinks movies are “old-fashioned” is, respectfully, not thinking very deeply. Movies are modern technological marvels, requiring much skill and talent and expertise to create. Frankly it’s an insult to compare the movie theater experience to a plasma screen television, and some tweeters and woofers. And its just nonsense to compare it to Youtube or iphones.
“Dark Knight” did $1 BILLION in less than one year at the box office. Oh, and the film industry just happens to be backed by the six biggest telecommunications conglomerates on earth, which posted a combined revenue total of almost 1/2 a TRILLION dollars for 2008. With that kind of support, the film industry can do whatever it wants.
I don’t think movie theaters are going anywhere. However, as more and more kids grow up and go to college and stop playing video games, I think the gaming industry might have some trouble on its hands.
- Comment by Dede on 4/17/09 at 7:28 pm
The movie business is experiencing tremendous growth. 2007 saw the highest box office grosses of all time. 466 films were released in U.S. movie theaters in 2007. The highest grossing 50 of those films generated over $15 billion world wide. 427 films were released in theaters in 2008, and the highest grossing 50 of those films also generated more than $15 billion globally in box office receipts.
Of the 50 highest grossing films of all time, eight were released in 2008, seven in 2007, five in 2006 and five in 2004. Over 75 percent of films in the top 50 were released after the year 2000.
2008 was witness to the curious case of The Dark Knight, which deftly shattered North American box office records and climbed its way to the $1 billion mark in six months time. It grossed $67 billion on its opening day. And for its opening weekend in the United States and Canada, The Dark Knight accumulated a total of $158,411,483 from 9,200 screens at a record 4,366 theaters, for an average of $36,283 per theater, or $17,219 per screen.
Finally, the major six movie studio recently formed an alliance with major theater chains to implement digital projection.
- Comment by Paul Rivalin on 9/08/09 at 7:59 pm
Must agree with Stephen’s post. Movie Theaters have survived many deaths. TV, Cable, Movie Channels, VHS and Beta, DVD, and now the Internet. We will evolve and the out of home experience will prevail.
Today, people are inundated with pseudo social experiences on the internet and people still thirst for interaction with others.
10 years from now the movie going experience will probably look nothing like it does today, but there will still be a viable business there.
- Comment by Mr. Eq on 10/23/09 at 4:50 pm
I disagree with most of the people here, I don’t think the movie industry, theaters to be specific will last. The same way drive ins are a thing of the past except for a few novelty establishments around the country, I think theaters are on their way out. People will get sick of 3D too because it’s the same movies over and over again. And sending the movie electronically to the theater doesn’t matter much to the consumer, it’s not like the price is going to lower any. Now this is coming from someone who has worked in the movie theater business for a while. At home you have a great picture, great sound, no one is kicking the back of your seat, no idiots on cell phones and it’s home. Why go and spend 60 bucks for two people? Unless you really want to go out. I think movie theaters will probably have enough momentum to keep going on some level, but it certainly isn’t what it used to be.
Can theaters recover? Sure, but they’re going to have to get back to the story, not 3D dazzle, not all the other fluff that they’re trying to do.
- Comment by Paul Rivalin on 10/23/09 at 10:23 pm
Mr. Eq, You are soooo right. I operate an independent cinema. For many years I have wondered why people continue to go to the over priced chains and I further wonder how those chains make any money. I know for a fact that many independents do much better than the industry average; due to the fact that they charge reasonable prices for both admission and confections. Unfortunately, you may be right that the industry may not survive The studios are, at present, creating an environment that will kill the independent and, if that happens, the chains will follow shortly thereafter.
The most unfortunate part is that many of us can see this coming; the studios and the big chains just seem to have their head in the sand.
- Comment by Mr. Eq on 10/24/09 at 2:40 pm
Thank you Paul Rivalin for your post and agreement,
I don’t think there’s anyone who loves going to the movies as much as me, probably there are, but my point is, I can’t even remember the last movie I saw, I think, maybe it was Iron Man. That far back.
It’s just not fun anymore, I think the new trend which I already started to see is more of family/group gatherings. Like alot of people are doing today because of the economy, they’re more into a sharing mode, movies, books, etc.
They just built this monstrosity of an AMC theater by me, it’s always full. Only because it’s connected to a mall, so it’s location is ideal. But if the “daters” and the “teens blowing away time and money” ever ceases, that theater is history. (AMC being one of the theaters I worked for)
I think one more thread keeping the big chains alive is the fact that there’s always a new generation to eat up the stories that have been repackaged over and over again. But like I said, these are threads.
One reason I found this blog is because I’ve been trying to see into the future, I want to go into the movie business, the producing of movies, but I see what’s happening and where it’s going, and I’m like “Why go that route?” Everyone sees this thing is running out of steam, like you said, the big studios are blind to it.
Movies will always be made, that won’t ever stop, there’s a magic in it. But the movie houses, they might start renting out their space for seminars soon or something.
So after much research, I still am heading towards the movie industry direction but not in the traditional sense. I’m not saying movies will be playing on ipods only soon, but there will be some new way to show films, even on a large viewing basis, not sure what that is but I’m keeping an eye out.
It’s quite possible home theater/projection might be the future theater.
Best Regards,
Mr. Eq- Comment by Paul Rivalin on 10/24/09 at 5:13 pm
First, let me apologise to those who may not like us having a blog style conversation on here.
Mr Eq, the movie business will be there. I feel that the future will be very different. The major dsitributing studios don’t see what they are doing to themselves, yet. They alienate their clients and treat them like shit. It is not a partnership. Once their deep pockets are no longer needed to either market or distribute a film there will be plenty of room for the people who are pasionate about movies to make them and profit on them. The adoption of digital, will enable you as a producer will to completely circumnavigate the studios and that will make your challenge of a return on your film much easier.
Best of luck. Nice to see that some that are starting out have a view of what is actually wrong with the industry. Cell phones, and other people ruining your experience is a very big part of it.
- Comment by Mr. Eq on 10/24/09 at 7:46 pm
Hi Paul, and all those reading,
Yes, it’s not a relationship with them, more of a lord and loyal subjects dynamic. Do it our way or you won’t do it. You must have your share of frustrations operating an independent cinema, but I’m sure you have alot of flexibility too.
As far as digital, yes, it is a viable medium, but I have yet to find one that has the color spectrum of film, resolution yes, color latitude, uhm, not yet. The texture isn’t there and I’ve watched everything from the Genesis camera to...the 950. What I’ve notice with digital films is they put a color tint over the whole picture to hide the fact that it’s digital. But once digital gets a little more advanced, that’s it, that’s when the bit studios will feel it. Sadly, alot of people can’t even tell if digital or film anyway.
I think the big houses are going to have such a big problem because all this is going to hit them hard and fast, that they won’t be able to adapt quick enough, so then they will turn to tv networks to make money because that will probably be steady.
Oh, one more thing I forgot to mention last time. The movies made now, many of them, there’s nothing fantastical about it. In other words, why go to a movie theatre to watch that? You can watch that on your kitchen counter tv and get the same result. There’s no point to spending all this money to see movies like that on a 40 foot screen. So people now just wait for it to come on video and see it on their big screen tv. I think movies have to start being made where the visuals can really be appreciated on the big screen and that will draw more people to the movies. I know for me, the last movie that really mattered to me to see on the big screen was Lord of the Rings III, I was captivated. Back in the day, they did alot of shooting on location, or at least big concept visuals, now a days, they want a controlled environment in a sound studio, but the picture looks flat, lacking alot of depth. Not that you can’t have depth on a stage or in a house, I just rarely see it. So i’m just watching what other people do and not do that. Thanks for your encouragement.
Mr. Eq
- Comment by Paul Rivalin on 10/24/09 at 8:18 pm
Hello again MR. Eq.
It is quite fun to find someone who is knowledgeable about the industry and have a conversation about it.
I think you are right about the qualities of digital. I am not sure that I believe it matters as much as many in the industry think though. Maybe, maybe not.
I believe that going to a movie, at its core, has little to do with the film. It is a social outing first and foremost. Thats just my humble opinion.
Don’t get me wrong though; the consumer appreciates all of the fantastic elements of a great film but still at the core, they are there to be social. That’s where the bigs are failing. They do not protect the experience from intrusions such as chatter or distractions, cell phones. They further tie the hands of the exhibitor to be a showman and truly host their customers.
One of the largest reasons for a decline in attendance will be the devaluation of the experience. I know this is all kind of convoluted and cyclical, but people are confusing. i think the technology will definitely play a role here and so will the social aspects.
The Exhibition industry is strongest when the people on the ground level are allowed to take what they know about consumers and are further placed in an environment that allows them to act with this knowledge. Unfortunately the studios do not create that kind of working environment.
Again, I wish you all the best. I hope my cinemas will one day be showing your films. Just wanted to put my two cents in again.
Paul
- Comment by Mr. Eq on 10/24/09 at 9:01 pm
Likewise, it’s a pleasure to speak to someone who knows the history and the world of showing motion pictures.
I agree with you that it is a social event, but I wanted to add, that it’s also an atmosphere event. For instance, many of times on a day off I would grab a matinee and pretty much have the whole theater to myself.
Also, our town theater (used to be a big house but was chopped up into three lower floor theaters and the balcony as a forth), well I would always call up to see what’s playing upstairs. It’s a small room, small screen, creaky seats, the smell of antiquated carpet in the air, but there was something about it. It also was only 4 bucks. And I loved watching movies there. Ofcourse, the sound lacked compared to AMC, but drama movies were fine. You also heard the ticking of the film projector and could see the flickering of light. Very organic. And from what I’ve seen, it’s really not the immensity or the bells and whistles, it’s the atmosphere. In other words, you don’t need much, but the big guys make it sound like it’s not worth going to the little’s guys theaters because they don’t have 30 million watts of sound:)
So the little guys have a whole lot to offer, I hope they never throw in the towel just because the big guys seem big. The big guys are commercialized. I know, I worked at a whole bunch of them.
Thanks for your kind words, that would be awesome to see my future movies in the theaters. I’ve been writing novels for a while now, (before that screenplays), and for the last ten years or so I have been teaching myself cinematography, directing, all that jazz, lot of work. If you want to read one of my novels, you can go to my website where I have one for free to download. Just offering. http://www.aylerion.com
I don’t think drive ins will come back, although I wish they would, I remember them from being a kid. I know for the most part, the big studios has killed the movie going experience pretty much. But I know something else is on the way and there’s still some good stuff that can be saved.
I once had an idea to start a theater, my idea was to have one huge 2000 seat theater for the big movies. But for off peak times and/or if no big movies were in play, moving soundproof walls could come out (like a gymnasium) and separate the big house into four little houses. Crazy but practical.
I appreciate your all your insight, thanks for the conversation.
Mr. Eq- Comment by Louis on 11/12/09 at 12:10 pm
I’ve always envisioned the movie experience as it should be in the near future ie: one would be seated in a seat that is very high tech with motorized motion technoligies like amusement park rides in Disney, The screen itself would incapsulate you 360 degrees, a complete bubble their would be smells there would be temparature changes all coinciding with whats on the screen. For example if you were to be watching a zombie movie, there’s a scene in a cemetery with freshley dugged graves one would smell fresh earth, dirt. Perhaps a oh so slight whiff of a rose that one passes by on a gravestone. rain would insue lightly you’d feel the drops the wind picks up the sensation is yours to. Then the Cu de grad, I hope I spelled that right, a zombie appears in all his rotten glory you smell the rotting flesh, horrible, maybe you’d smelled it before he appeared on the screen, ahhhhhh, then he reaches for your flesh the chairs you sit on feel as if your trying in vain to escape his menacing grasps, oh but it’s all in vain. He tears at you hungrily you feel his digusting hands rough desperate tugging at you its being done partly with the incredible seats your on and theres perhaps a vest one wears that gives sensations to the body you feel his tearing, you you smell him, the senses are being fed, you feel his biting oh nooooo!!! The seats rotate in the opposite direction as the screen shows our antagonist fleeing for his life. Your running too. You feel the motion the herky jerking of the running, you see on the screen the gates out of the cemetary hurry run!!! Mist on your face smells abound the chill in the air is all to real because tis so for you too. This can all be done. Im so sure of it, someone give me a go at it, the technoligies exist already it’s just putting it all together and making it cost effective and practical. Today audiences are super sophisticated. They expect quality before they’d leave the comfort of the home to watch a movie. What can the movie makers give ‘em that no matter how hard they’d try they could’nt do at home. Ahh their in lies where the potential to make even more vasts sums of money lie. Technology, push it create, A movie goer could for instance have a control pad where he/she can pick and choose to experience the complete experience or for the squemish they could opt for not feeling the Zobie tear your flesh!! Haa how wonderful could this be. Yes incorporate all the senses and then go beyond them with zeal. Please some let me know if they’d enjoy something like this experience. God Speed!!!!!!
- Comment by Home theater deals on 12/15/09 at 1:18 am
I would always call up to see what’s playing upstairs.It’s a small room, small screen, creaky seats,the smell of antiquated carpet in the air, but there was something about it.It also was only 4 bucks.And i loved watching movies there
- Comment by Fleece jacket & Vest on 12/19/09 at 9:48 am
Hi Mark,It is nice and informative.Thanks for sharing with us.
- Comment by firmalar on 11/25/10 at 6:35 am
Just the right technology, Nice to see that some that are starting out have a view of what is actually wrong with the industry.
- Comment by Phoenix movie theaters on 1/19/11 at 1:28 pm
Let’s just hope technology is the key to survival of movie theater otherwise we’re all left with nothing. I am confident that the future will bring solutions to control the way the digital era is affecting the cinema and movie making industry.
- Comment by Lynx on 7/02/11 at 6:25 am
Two weeks ago, there was a movie-night in a very small independent cimema near to my place, where films by unnknown filmmakers were shown.
I went there with a bunch of friends, and hell, this place was crowded. We were lucky to get seats, some people eventually had to sit on the floor or remain standing. You’d think they put a lot of money into advertising, they didn’t. They put out flyers at the local college and community center, that’s it.
The reason why so many people prefered the cinemato DVDs and Youtube was plain and simple: THE ENTRANCE FEE!
They charged 2 euros. Two freaking euros for 4 hours of film. And suddenly, you see, there is the demand for watching the movie together. It’s just that the chains offer too much overpriced stuff, and you have to be very careful what you pick.
I payed 8 euros to see “the Tourist”, a very bad movie I think. Still, I got fooled by the advertisement and the actors in it to buy the ticket. I didn’t go to the movies for 5 months after that. Then just yesterday, I bought “Léon” and “Scarface” for my DVD collection for the same fucking 8 euros!!!
If two classic movies cost the same as one mediocre flick at the movies, why in the hell should I go there?
If a movie at the cinema would be 2-3 Euros (or 4 dollar, respectively), I believe million of people would abandon their illegal downloads in favor of the old-fashioned cinema IF IT WAS MORE AFFORDABLE!P. S.: The popcorn prices are ludicrous too. If the cinemas were able to resurrect these failures, they also would have to place people on the floor.
- Comment by Elizabeth88 on 8/08/11 at 9:13 pm
I was putting a home theater into my home so I decided to do all my home renovations at the same time to get it over with. I had seen these awesome steam shower units that I have always wanted to I installed them as well. Now I can take a nice shower and relax and watch a movie.
This story was published in the Future of Moviemaking 2007 MovieMaker Magazine. The headline was:
Judgment Day for Movie Theaters / Will technology terminate the future of the cinema -- or is it the key to its survival?
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