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This topic comprises 3 pages: 1 2 3
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Topic: Any thoughts about "hybrid" theaters?
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Celine Negrete
Film Handler
Posts: 70
From: Nevada City, CA
Registered: Nov 2009
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posted 12-15-2010 01:36 PM
Thanks for all the interesting responses (and some good links to check out).
To clarify as to my original post, the idea of hybrid theatre as I was referring to (and the examples I gave), was not so much about the combining of movies with food (or more specifically meals in the auditorium). I personally don't care for that idea. It seems like there are some places that have learned to do it well (Alamo Drafthouse?), but by and large there are a lot of complaints out there (on Yelp, etc), about it not being done well, messy, too expensive, frustrating...
Anyhow, the 'hybrid' I was asking about had more to do with the idea of combining commercial Hollywood films (mostly family, teen-oriented titles) with traditional concessions fare, under the same roof as more adult and arthouse-oriented titles in a 21-over area with beer/wine/finger food "concessions" area.
So, one is covering all bases, so to speak. I understand the idea of wanting a particular environment for art product (I run an arthouse), but I also think that ultimately what our audience wants is to see particular films in an auditorium that is quiet, respectful, clean and with great presentation. They wouldn't care if they had to simply walk past a certain 'wing' of a building where it was more of a traditional multiplex environment to enter "their" environment.
So, it is really not about serving meals in a theatre that I am asking about (beer, wine, yes). I don't think that would appeal to the market I am speaking of. But, there could be onsite bar with bar-food (non-traditional) so that a bite to eat before or after the film would be easy and convenient.
Anyhow, thanks again for interesting thoughts and info!
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Michael Barry
Jedi Master Film Handler
Posts: 584
From: Sydney, NSW, Australia
Registered: Nov 1999
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posted 12-17-2010 08:39 AM
Celine, the description you provide in your latest post reminds me most of a place some have mentioned already in this thread: the Hollywood Arclight.
I saw a movie there about a year ago ('Whatever Works'), I had a meal at the restaurant prior to the movie, I bought a popcorn/drink before entering the cinema, and the overall experience I had definitely meshes with what you described.
Have you been there? It might be worth checking out!
A few things come to mind: the ticket price was higher than other theatres ($13.50 matinee, $16 after 6pm), but I still find that to be good value. From my perspective, I don't mind paying a few extra dollars for a ticket when I know the theatre is doing everything in its power to put on a great screening.
It was a unique experience! After entering the cinema and the doors were shut, a staff member stood at the front of the theatre and made an announcement that went something like, 'Ladies and Gentlemen, thank you for attending this afternoon's presentation of 'Whatever Works'. Now that the doors are shut, for your uninterrupted viewing pleasure no-one else will be permitted to enter the auditorium. There will be a staff member monitoring the presentation throughout to ensure steady projection, sharp focus and clear sound. For the comfort of your fellow patrons, please refrain from speaking throughout the movie. This, too, will be monitored and patrons who disregard this request will be asked to leave. We hope you enjoy Woody Allen's new movie, 'Whatever Works'. Thank you for coming to Arclight Hollywood and we look forward to seeing you again soon.'
I know that this kind of presentation isn't for everyone and that some may not wish to pay the extra. However, if those are the conditions under which one chooses to view a movie, then that's what the Arclight Hollywood offers.
The seats were the most comfortable I've ever had the pleasure of sitting in, and indeed the picture was bright, steady and sharp. Sightlines were perfect. The sound was mono being a Woody Allen film, but it was very easy to hear all the dialogue. You can't ask for more than that.
They do have a lockout policy, so they absolutely will not sell more tickets to a movie after a certain cutoff time. This helps them to enforce their policy of not allowing entry to an auditorium once the doors are shut and their announcement is being made.
I also recall that if you notify your waiter at the restaurant that you have tickets to a movie (I think they actually prompt you with this question), they will remind you that your screening is imminent when the time comes.
The staff were all extremely professional and beyond helpful. For example, when I was buying popcorn (I'm a vegan) I asked if it was possible to have popcorn with no butter. It was a casual question and I was prepared to make another selection if the staff weren't sure or what have you, but not only were they sure the popcorn could be served vegan-friendly, they brought out the oil container packaging to prove it to me! Wow - now that's helpful! The counter area, floors, seats, aisles, etc were beyond clean - immaculate, spotless.
Some of the other movies playing at the time included 'Away We Go', '500 Days Of Summer', 'Moon' and 'I Love You Beth Cooper'. I saw a 4:30pm session which was during the week, but there were still quite a few people seeing the movie. After the movie, I noticed that the foyer contained people of all ages, including teens and people in their early 20's. Everyone seemed to be in a good mood, smiling, and well-behaved. I didn't see anyone rowdy there. The place has a wonderful, friendly vibe to it. I think it's a great place to go and hang out.
I should add that I don't live in LA - I'm from Sydney, Australia but if I lived there, I would happily drive 40-50 miles each way to go to the Arclight, even if I had other cinemas closer to where I lived, and even if those cinemas were cheaper. Again, I don't mind paying extra when I get something that I think is awesome. Not everyone is like me, of course, but I'd say that I'm the kind of guy that the Arclight had in mind when they came up with their business plan and overall philosophy.
I hope that helps!
PS. They also show 35MM studio prints of movies from the AFI top 100 each week, and if I lived in LA I would definitely attend those too.
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Martin Brooks
Jedi Master Film Handler
Posts: 900
From: Forest Hills, NY, USA
Registered: May 2002
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posted 01-17-2011 10:26 AM
quote: Celine Negrete
Anyhow, the 'hybrid' I was asking about had more to do with the idea of combining commercial Hollywood films (mostly family, teen-oriented titles) with traditional concessions fare, under the same roof as more adult and arthouse-oriented titles in a 21-over area with beer/wine/finger food "concessions" area.
The first issue is what's the relationship between arthouse-oriented titles and alcohol, better food and "adults only"? If you're in this for the long term, you want to develop an audience for better films and you won't be developing that audience if you bar them from the arthouse theatres.
Back in the late 1960s, when I was 18 and got involved in my first long-term relationship, I used to go to see all of Truffaut's films as well as many other arthouse films in a local theater in Brooklyn (which later became a porn house before being converted to a catering hall). Obviously, we live in a different media world today, but I still think there's a case to be made for not limiting the age of people in the arthouse theatres. If you check sites like blu-ray.com, you'll find tremendous interest in arthouse films (check out the 25,000 postings on the Criterion thread). The question is how you pull people out of their homes to view those films.
In addition, I think there's a market for a better theatre experience for commercial films as well.
However, what is more important to that experience? Is it being isolated from younger (or less well off) people? Is the ability to eat slightly better food or to drink alcohol? Or is it the ultimate sound and projection experience in a nicer appointed theater? For me, it would be the latter not the former.
However, in a town of your size, I'm not sure you can make those distinctions. Instead, maybe you create an area of the lobby that partitions off a cafe where you serve alcohol and somewhat better food. Those with such interest can congregate there. In fact, maybe that area should have its own external entrance so customers can partake even when they're not planning to attend a movie.
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Dan Biegner
Film Handler
Posts: 13
From: Northampton, MA USA
Registered: Dec 2010
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posted 02-21-2011 03:54 PM
I think another part of it too is especially if you're a smaller sized theater, it's important to have an identity. I used to work at a theater that would show mainstream blockbusters 70% of the time, but then would show any small release film if it seemed like it were doing well. So something like the Little Miss Sunshines, or Kids Are All Right. The "indie" flicks, if you want to stretch it. And that was fine, but it made it confusing for a lot of people and we never really developed a solid clientele. We had a few loyal customers, but we didn't have an identity as a theater (complicated by the first run v. second run dilemma we seemed to have).
We were a really small theater (2 screens), and there is a market for those cozy little local theaters. But because we never really established an identity, every film we brought in was a guessing game. Never really knew what to expect for an audience.
As has been mentioned though, it all sort of depends on your area. I happen to like going to theaters that have a bar (theater I currently work at just started selling beer and wine, and it sells well. We're more an arthouse though, so it makes more sense.)
I actually really, really liked The Bridge. The Arclight was cool too. Loved those LA theaters (hard to be the Cinefamily Silent Theater though, in my book.)
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