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This topic comprises 2 pages: 1 2
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Author
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Topic: Guardians of the Galaxy trailer pushes the theatre experience
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Terry Lynn-Stevens
Phenomenal Film Handler
Posts: 1081
From: Toronto, Ontario, Canada
Registered: Dec 2012
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posted 07-20-2014 03:05 PM
quote: Mike Blakesley
What's needed is some way to get them re-enthused about the movie going experience.
I think eventually, the movie studios will figure out that there is a good segment of the population that takes going to the movies very seriously. I don't know what the percentage is, but I would be it is somewhere around 10-15% that the studios are missing out on.
When I hear of James Cameron having multiple aspect ration for Avatar (to get the largest screen possible), Paul Thomas Anderson using 70MM for The Master and the upcoming Interstellar movie with Christopher Nolan's insistence that the movie has a 70MM IMAX release, it is clear that there is some part of Hollywood that will do it.
I like cars and the car industry a lot, and I draw some comparisons in a strange way to movie theaters, on the one hand there is the Chevrolet Cruze that appeals to most average car buyers who want something that will get them from point A to point B with as little fuss as possible. On the other hand, there is the Chevrolet Corvette or Chevy SS that appeals to enthusiasts that take their cars seriously, they want something fun, and will go out of their way to drive it. The studios are not appealing to the serious theater enthusiasts with their movies and presentations.
Car dealers/franchisees (although hated) only work long term and successfully when they are partnered with the manufacturers/franchisor correctly. Everybody wins when everyone is on the same page. I think it is the same with movies theaters, the shortened window does nothing to help the theater owner succeed. The latest Transformers movies already is advertising to pre-order the movie on iTunes on the official website that also says to see it 3D or IMAX.
The passion and enthusiasm of going to the movies and being amazed should work on some sort of subliminal way. We don't need to know how the theater did it, or why the movie was done this way or that way. It just needs to do it and wonder us. At least this is how I remember watching movies growing up and finding movies theaters very fascinating.
The cookie cutter theaters really leave nothing to the imagination. Sure there is branding, but for the average person unless it is VIP or IMAX the theater does not need to be the exact same everywhere. The NHL/MLB/NFL and MLB all have unique venues where you watch the same game played like anywhere else. Why don't we see any unique venues to watch movies that are totally different than any other venue within the same chain? Again, the venue, movies, presentation and service should all just work on some sort of subliminal way.
I am also surprised that a company as large as Cineplex in Canada hasn't yet figured out that if they were to hire customer service staff that make their living in the customer service food industry, profits and more importantly repeat visits would likely increase. The cost would be slightly higher but it theory in should bring in more money and profit. How many times have I shook my popcorn bag to compress more and popcorn into the bag to only increase another 1.5 inches of space. Now I don't think the average person notices this stuff, but everything should work in a subliminal way. Would I want a teenager serving me food at a nice diner? No, why can't I have incredible customer service at a movie theater snack bar from an adult who I can actually tip. I can sure do that at Starbucks. Why not at the movie theater.
Eventually, I think the studios and movie chains will figure out that actual persons in the seats is decreasing, and the younger generation (16-25 years old) are not going to the movies like past generations. Car companies did something smart after the 2008 recession, they made sure the bread and butter cars like the Corolla and Civic were still affordable, they have found ways to keep their core customers. But they still do enthusiast cars very well.
Christopher Nolan wrote a good article or did an interview recently comparing the movie theater exhibition to something like concerts. According to Nolan, future theaters will have very expensive projection and the largest screens possible. I don't know if I would compare movies to concerts but I think he is right about the expensive projection and largest screens possible. Eventually, the chains or studios will figure out that there is more to be made, I am not sure how it will happen but when it does, it should light a spark to going to the movies once again.
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