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» Film-Tech Forum ARCHIVE   » Operations   » Ground Level   » The multiplex was once a force, but it’s gone over to the dark side (Page 2)

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Author Topic: The multiplex was once a force, but it’s gone over to the dark side Jack Ondracek Film God Posts: 2348 From: Port Orchard, WA, USA Registered: Oct 2002 posted 01-10-2016 10:19 PM                        The following probably explains why I happily run a drive-in and not an indoor house... Personally, I hate 95% of theatre ad programs with a passion. However, if I was to ever run screen advertising, it would have to be for local merchants. That, I would consider, and there would be darn little of it. When I go to see a movie that says it starts at 7, I'll tolerate 4 or 5 trailers for movies that might actually show at that theatre. But the showtime should be reasonably close to when they say it'll be. If you want to punish your patrons with mind-numbing advertising that they can see on their own TV set (for free, mind you), put it well before the start time. If they really want to see that stuff, they can show up early for it. As for adding a premium for not showing the ads... Can a theatre really get $3.50 for every set of eyeballs that might otherwise see them, and possibly also consume their concessions out of compostable containers? Seriously? I'd be surprised if the actual number was anywhere near a dime, but even an extra quarter might be acceptable, if it meant a drastic reduction in the screen merchandising package. Actually, that could be a promotional attraction itself. The problem I have with that stuff is the balance. I didn't pay $11+ to see adds for Ford, Trojan, Crest white strips and Geico insurance, followed by 6 trailers for movies so obscure, you'd bet the theatre got paid to run them, too. Bleh. It seems some theatres have gone out of their way to look like a great big TV set, then they complain that their former customers have figured out they can just sit at home and watch their own. Of course, I realize this is a battle I've already lost, and my attitude is a product of a time long past. However, there are theatres around here I won't go to because their pre-show circus runs for nearly a half-hour after the published show time. Sorry... needed income or not, your advertising is not more important, nor appealing than the feature film I went there to see.  |  IP: Logged Buck Wilson Jedi Master Film Handler Posts: 894 From: St. Joseph MO, USA Registered: Sep 2010 posted 01-11-2016 01:41 AM                     WELCOME TO FIRSTLOOK! The only in-cinema pre-feature show that takes you behind the scenes of what's new in entertainment! FIRSTLOOK! Entertainment starts here!  |  IP: Logged James Westbrook Phenomenal Film Handler Posts: 1133 From: Lubbock, Texas, Usa Registered: Mar 2006 posted 01-11-2016 01:47 PM                     That's the exact script, usually said by a seemingly tall brunet woman wearing black leather pants and heels. We try to get the auditorium clean and ready for the patrons before she appears.  |  IP: Logged Andrew McCrea Jedi Master Film Handler Posts: 645 From: Winnipeg, Manitoba, Canada Registered: Nov 2000 posted 01-11-2016 07:40 PM                        I also agree that she's going after the big chains, such as Cineplex, which now controls 77% of our screens in Canada from coast-to-coast. What ticks me off is they've replaced all their auditorium light bulbs with non-dimming LEDs, so now the lights just shut off and turn on (and sometimes don't turn on at all during the credits). It's very jarring and totally shows a lack of showmanship. Every different person I go to the movies with says something about it without me even prompting it.  |  IP: Logged Mike Blakesley Film God Posts: 12767 From: Forsyth, Montana Registered: Jun 99 posted 01-11-2016 08:38 PM                        That's odd they would use non-dimmable LEDs. Our aisle lights are LED and they are dimmable. Maybe they have dimmable lights but their dimmer is not working.  |  IP: Logged Aaron Garman Phenomenal Film Handler Posts: 1470 From: Toledo, OH USA Registered: Mar 2003 posted 01-11-2016 09:40 PM                     The article is spot on about those self serve free style fountains that have no place in a good cinema. I recently went to the AMC Northpark here in Dallas for Hateful Eight. I stood diligently in line to get my corn and soda. I then have to wait in line AGAIN while people decided between hundreds of flavor options, fumble with the controls, and then make a mess all over the place. When I finally get up to get my soda, the machine is sticky, messy, and I want to hold the cup while I fill it so it doesn't sit in that hot mess. But oh wait, I have a large popcorn in my other hand. Well, maybe I can just set the popcorn down on the counter? Oh wait, there isn't one or one that is clean nearby. All I wanted was a damn Sprite. As for ads prior to the show, yeah, they just suck. Besides, many of the ads are for things that one will never ever see in that cinema: they're advertising television programming. What's the point? Now I wouldn't be doom and gloom on exhibition like the article seems to be, but I think things need to start changing eventually, otherwise the business will suffer. In fact, the first person to nail a new concept is going to do very well. I do find it interesting that the current race seems to be recliners, which have proven immensely popular with customers, despite the fact that capacity is dropping anywhere from 50% or more. My personal hope is it brings back the sloped house, seat of seats, which recliners work much much better in than stadium seating configurations. AJG  |  IP: Logged James Wyrembelski Expert Film Handler Posts: 114 From: Beaverton, MI, USA Registered: Sep 2015 posted 01-11-2016 10:16 PM                     Many people that have went with me to the older style theaters near here always comment on how much more they like the sloped floors. You can let your legs out more.  |  IP: Logged Buck Wilson Jedi Master Film Handler Posts: 894 From: St. Joseph MO, USA Registered: Sep 2010 posted 01-12-2016 06:43 AM                     quote: James Westbrook That's the exact script, usually said by a seemingly tall brunet woman wearing black leather pants and heels. We try to get the auditorium clean and ready for the patrons before she appears. Maria Menounos! And absolutely! If I'm not outta there before Firstlook starts blasting, I get super super sad. And scream. As loud as I can. And die a little inside each and every time.  |  IP: Logged Geoff Jones Jedi Master Film Handler Posts: 579 From: Broomfield, CO, USA Registered: Feb 2006 posted 01-12-2016 07:38 AM                        quote: Aaron Garman As for ads prior to the show, yeah, they just suck. Besides, many of the ads are for things that one will never ever see in that cinema: they're advertising television programming. What's the point? The point of those ads is: You should stay home and watch TV.  |  IP: Logged Mike Blakesley Film God Posts: 12767 From: Forsyth, Montana Registered: Jun 99 posted 01-12-2016 08:05 PM                        That was one of the requirements I had when we started our ad program - no national anything, just local area businesses. We did the Parrot Productions program (I think that was the name of it) back in the 90s for a brief period just because it was only one 15 second spot and it changed every month, so I didn't see any huge harm in it; but then first they sent a "Sprite" spot (we sell 7-Up) and then a Pontiac spot (the only car dealer in this town is a Ford dealer) and then an ad for a TV show, so we bailed on that program. Ever since then I was anti-ads until they became sort of a necessity.  |  IP: Logged Andrew McCrea Jedi Master Film Handler Posts: 645 From: Winnipeg, Manitoba, Canada Registered: Nov 2000 posted 01-13-2016 10:57 AM                        Maybe you're right, Mike. It might have something to do with the dimmers or maybe with the way the digital equipment interfaces with the old film automation system.  |  IP: Logged Mike Blakesley Film God Posts: 12767 From: Forsyth, Montana Registered: Jun 99 posted 01-13-2016 11:15 AM                        We had a similar experience with a dimmer here. One of the triacs in it went out, so it would appear to function normally but the lights would either be full-on, or off. Never did figure out what caused it but it was an easy fix.  |  IP: Logged Martin McCaffery Film God Posts: 2481 From: Montgomery, AL Registered: Jun 99 posted 01-13-2016 01:09 PM                        quote: Brian DeCiancio My theaters are neither part of a big chain, nor are they first-run, but we can have every station manned with efficient staff and still have long lines. Sometimes there just isn't much you can do except apologize and thank people for their patience. It's amazing how one customer can really slow down a line.  |  IP: Logged Eric Hooper Jedi Master Film Handler Posts: 532 From: Fort Worth, TX, USA Registered: May 2003 posted 01-13-2016 02:10 PM                     I thought the advertising crossed the line recently at an AMC with a prescription medication ad, and the constant list of side effects including..., and tell your doctor if you.., blah blah. Really? Really?  |  IP: Logged Michael Riley Film Handler Posts: 52 From: New Jersey Registered: Apr 2010 posted 01-13-2016 03:26 PM                  For most people, the local AMC and Regal are your only local option to see movies. The things this woman is describing are not bugs, but features according to the people in charge of those companies. If Regal could replace all their staff with kiosks and lower their payroll to zero, they would do it yesterday.  |  IP: Logged

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