Film-Tech Forum ARCHIVE: What would sell "the experience" of a theatre?

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Posted by Dennis Benjamin (Member # 1137) on 04-08-2006, 02:26 PM:

I just became the GM of a small town 4 plex. Having been in the business for almost 17 years, it is quite a change from the 10 to 20 screens I have managed in the past. I have decided, since most of the movies coming out now suck wind, to make a visit to this theatre all about "The Experience" of going to the movies and not about a particular movie that we are showing. This is something that we all are dealing with, considering the big chains have systematically killed the enjoyment of going to the movies (in general - I'm not being specific).

I have decided to make up a game plan to make this theatre a place where people decide to go to every weekend, not just when a movie they have been waiting for comes out. I am looking to kill the myth of the "average american attends 4.5 movies a year" thing that I have seen when writing business plans in the past.

So, I am hoping to enlist the help of those 'showmen' and 'show-women' that post on this board. This is a serious post. I am sure I will get the comic posts from the people who always like to keep the board interesting. However we are all 'in the business', and right now - it ain't the best business to be in.

What can I do at this four screen theatre to make people want to come here - instead of driving 45 minutes to the Google 16 plex that just opened up last year in the regional mall?

Thanks in advance. I will be taking notes.............

Posted by Monte L Fullmer (Member # 2797) on 04-08-2006, 03:02 PM:

First off...you're in a small town, which doesn't really cater to big businesses and at that time when the 4plex was opened, yes, it was nice at the time, but times have changed now..for good

Secondly, how old is that 4 screener? Probably a good 20 yrs old with conventional sloped flooring (ancient and obsolute in this day and age settings...), small dimensional flat screen to auditorium size and with an atmosphere that is tired in itself. Does the place in itself look tired - worn, or bland carpeting, bland layout, concession stand that looks like it's ready to be town down and remodeled..seats that people squirm and twitch into while viewing the movie.

Does the place SMELL like a popcorn, or even candy factory..including the auditoriums?

Bathrooms - disastorious, or tidy?

Thirdly, what are your prices like.. are you about the same as the googooplex? You're in trouble for sure then...GET those prices down at least 2 bucks below that googleplex..and offer special matinee prices of sorts.

Fourth: Offer combo/refill deals. And make sure that the concession prices are lower than that googleplex.

Is the popper clean and bright, or does it look like you wouldn't even eat popcorn that comes out of that machine since it's been cooking black tar -with harden oil, grease, glass so grease covered you can make sunglasses out of that darkened glass, let alone the entire unit.

Is the marquee all lit up with bright signage and letters not all tape up, or even using different colors of letters due to a shortage of a few letters?

These are always a good start to look into, but you DO have a huge enemy in front of you and that is: "People love things that are NEW." - that you'll never win over from. All you can do is do your best within the means that you have.

good luck on your 'venture' - Monte

Posted by Dennis Benjamin (Member # 1137) on 04-08-2006, 04:30 PM:

The theatre is a few years old, however the owner has kept up on the maintenance and remodeling. All auditoriums have Dolby sound systems (CP-65s or better), this past Tuesday, the large auditorium was updated with a CP-650 (SRD) and QSC Amplifiers. In the near future, #2 (the big one) will be retrofitted with Stadium-style seating and a curved screen. We also are putting in a new Concession Stand. All auditoriums are getting new seats, with better leg-room. The bathrooms are re-modeled too. Also, our ticket prices and concession prices are significantly lower than the 'google-plex'. We do have a combo deal too.

All of the above items are what I would call "common-sense" items. The ideas I am looking for are the innovative ones. Ideas that will make the difference between this theatre - and any theatre across the U.S. An example would be: offering real butter on the popcorn, or odd or unusual concession items. Also, service is important. Good Customer Service is what makes the difference between a Ritz-Carlton and a Holiday Inn - right? It's still four walls and room - it's what you do with that makes the difference.

What makes it an "experience" to go to the movies?

Posted by Aaron Mehocic (Member # 15) on 04-08-2006, 04:53 PM:

Staff members that know their job and do it well.

Seriously, we've noticed gimmicks never keep people coming back in the long run. A well-trained, courteous staff does. Last month I went to our local Pizza Hut for a take-out. Thats the last time I'll go there after over 20 years. Their new staff is rude, incompetent, and unclean. Not one to complain, I'll just take my business elsewhere irregardless of the deals they were running at the time.

Years ago we got a new manager right out of college with the same idea of creating an experience as you wish to do. In fact, (and I know you been around awhile) his situation was quite similar to you. He tried real butter - nobody cared. He bought into the early healthy living craze and the Taste of Nature just got stale in the case. When he left for greener pastures he told me it was the staff that made it all possible and nothing else.

Of course there were no other theatres within miles and miles back then either. Good Luck.

[ 04-08-2006, 05:56 PM: Message edited by: Aaron Mehocic ]

Posted by Geoff Jones (Member # 3668) on 04-08-2006, 06:27 PM:

I'm not in the biz, so this is only worth $0.02, but these are the things I wish theatres would do:

-Make sure your image is bright, focused, & steady with no stray light on the screen. Obvious, but anyone doing this is a step ahead of most. [Frown]

-Make sure your sound is "good and loud" but not overbearing. Make sure your surrounds are working. Again, obvious.

-Install curtains. Protect your screens from thrown candy and vandalism. Keep them closed until the lights dim. Make a spectacle of opening them.

-Don't show commercials or slides. Advertise the fact that you don't show commercials or slides.

-Play movie soundtracks before the show, espcially ones that are relevant somehow. (Same composer, director, actor, etc)

-Make a pre-show announcement welcoming everyone, and instructing them to turn off their cell phones.

-Walk through every show a few times and throw out anyone talking disruptively (cell phone or otherwise).

-If one screen in noticably bigger than the others, advertise which movie is on it in your ads, recordings, marquee. If you've got the same movie on that screen and another, spell out which showtimes are the good ones.

-Build bigger screens. Don't have center aisles. Have quality sound with high highs, deep lows, spacious separation and no outside noise.

If you really think (& I agree) that "most of the movies coming out now suck wind,"
-Show classic movies on your best screen from time to time.

-By "classic," I don't mean Citizen Kane or Wizard of Oz, I mean the sorts of movies people are paying thousands of dollars to build fancy home theatres to see. Lord of the Rings, Star Wars, Indiana Jones.

-Show them at good times, not just 10am or midnight.

-Get the word out that you are showing them as far ahead of time as possible. Put up cheap reprint posters in your lobby. Make some ads about how much better movies are in a theatre.

-Show them at clever or relevant times. Show Titanic the week of 4/15. Groundhog Day on 2/2. Jaws on the 4th of July. Die Hard over Xmas break. Any great horror film at Halloween. XMen 1&2 & Superman 1 right before the new sequels come out.

Posted by Mike Blakesley (Member # 26) on 04-08-2006, 07:01 PM:

The "classic films" idea is nice, except for 2 things:

- 99.99999% of people won't come to a theatre to see them. Too bad, but it's true. In a big city, enough folks might turn out to make it pay, but he's in a small town, so it's a recipe for disaster.

- If you can get a crowd to show up, it's a crapshoot whether you can get a decent print. (This is one area where Digital Cinema might actually be great.)

Posted by Dennis Benjamin (Member # 1137) on 04-08-2006, 07:05 PM:

Yes, these are the things that I was interested in. Especially from a 'customer' point of view.

As far as the employee situation is concerned: Wow - the teenagers now-a-days have no concept of what actual work is. I think the staff hiring and training will be the biggest issue. It's hard to make them understand what my goal is. Maybe I can find a few that actually care (maybe pay them a little more to actually care).

Thanks for the wonderful input.

Posted by Geoff Jones (Member # 3668) on 04-08-2006, 08:17 PM:

Mike, you may well be right. And like I said, I'm not in the biz, so feel free to tune me out. But for the sake of argument (what the hell, it's the internet [Smile]

), here's my argument:

Just because it hasn't worked in the past doesn't mean it can't work now. Moviegoers are way more educated about movie quality than they used to be, thanks to the rise of the internet and DVD. How hard was it to find a letterboxed video 10 years ago?

And I'm not sure that "Classics on the Big Screen" has ever been "done right." When I moved to the bay area 12 years ago, I went around and saw lots of revival screenings.

I saw Jaws at the Red Vic in SF on a screen barely bigger than my home theatre (LCD projector), and at the Paramount in Oakland where the sound was so bad, the only way I could understand the dialog was the fact I had memorized the movie.

I saw Apocalypse Now in 70MM (and lots of other movies) at the Castro, which I found to be terribly echo-ey.

I saw The Terminator at a theatre in Mountain View (at Midnite) with green Exit light on the screen throughout the movie.

I've seen it posted here that 99% of moviegoers don't care about presentation quality. I think that's only a half truth. I think the moviegoers who do care about quality are staying home more often because that's the only way they can get quality. So yeah, it's true that 99% of the people who are still buying tickets don't care about quality, but not 99% of people who love movies.

And now for some real idealism: If enough theatres demand and pay for quality prints of older movies, the supply could go up.

Geoff
PS: No offense intended to anyone at the theatres I mentioned... but those were my experiences.

Posted by Louis Bornwasser (Member # 3063) on 04-08-2006, 10:03 PM:

Herb Keleher at Southwest Airlines says in order to succeed you have only "not to do what your competitor does."

As for hiring; pay $2/hr extra to start with explicit rules and immediate firing...no warnings, etc. You may hire 300-400 people but the 6 you get will be worth it. (UPS) Louis

Posted by Aaron Mehocic (Member # 15) on 04-08-2006, 11:18 PM:

quote: Dennis Benjamin
Wow - the teenagers now-a-days have no concept of what actual work is.

Yes, but nobody said you have to hire teenagers. Some of the suburban Pittsburgh theatres employ recently retired people who are still active, but want 100% of their social security. Their work ethic is exceptional. Or what about moms returning to the workforce once their kids are in high school. They are great help for afternoon shows. Given the size of your theatre it sounds like you can limit your staff to only a few teenagers for use only on Friday or Saturday nights.

What exactly are the demographics here? Perhaps, some of the ideas suggested will work if you are close to the Washington-Baltimore corridor.

Posted by Matt Kerekes (Member # 2777) on 04-09-2006, 05:40 AM:

Dennis,

I have always been big on special events at the theatres, like video game tournaments, cross-promoting and trade-outs, classic movie series, etc. A lot of which I have never been able to get off the ground. I too am having somewhat of a similar issue. You know where I am and know who I'm competing with, so I'm sure you understand. My general thinking right now is to try to give my customers something they can't get at the google-plex down the street. Whether it be something small like door prizes and raffles, or something personal like welcome speeches and handing out mints after the show. Once in a while if I cancel a show to do something fun for customers or something special for the community, I could potentially make more doing so than showing the movie and getting 5 people to attend. One thing recently was I took a portable popcorn popper (we have one that's 110 volts) to a girl scout father/daughter dance and gave out free courtesy bags of popcorn. Everybody there was so greatful and it got us some exposure to a crowd we do not normally get at the theatre. I do have many more ideas, most that you have probably heard before. Hope it helps. - Matt.

Posted by Scott Norwood (Member # 30) on 04-09-2006, 06:38 AM:

Give people something that they can't get elsewhere. This is why I keep trying to convince theatre owners to show shorts with every feature--it makes the theatre experience "special" and differentiates your theatre from AMC/Loews/Regal/etc. Shorts are generally not expensive, but most theatres don't run them, which would make your theatre seem different and special.

Make sure that your concessions are top quality. For example, your popcorn should be the best popcorn that anyone has ever tasted, not just generic popcorn. Serve it in buckets rather than bags. Keep prices at a reasonable level. Install cupholders on the seats (yes, it's silly, but people like to go to theatres with cupholders for some reason).

Keep up on maintenance issues. The theatre should be spotless and projection and sound quality should be top notch.

I like the idea mentioned in another thread about having someone personally introduce the films, assuming that you can get someone who enjoys doing it and doesn't sound like a mechanical drone when doing the introductions. It's probably not worthwhile for Tuesday matinee shows, but it would be great for Friday and Saturday evenings.

If you cater to kids, try to get into the "birthday party" market (for one price, people get X number of child admissions and child popcorns, plus two adult admissions, plus a cake or something). If you cater to adults, consider selling beer/wine/etc. (not sure on the legal issues here). If you have really good quality video projection, consider showing the Super Bowl, etc. (I'm not sure how one would go about licensing this, but it is possible to do it legally). Also, look into hosting "sports highlight video" night for a local school, or maybe "student film night" (most of which will probably be on video, unfortunately).

Agreed about not showing advertisements and saying something about this in your newspaper ads.

Posted by Jonathan M. Crist (Member # 413) on 04-09-2006, 11:29 PM:

I operated a single screen historic theatre for over 19 years. I was forced to close last fall due to declining business.

I had: Discount admissions, reasonable concession prices with good food, friendly staff (we gave a talk before each show), working curtains,a full balcony, policed the auditorum during the show (walk softly and carry a big flashlight),ran cartoons and short subjects, had good projection and sound (film done right),no pre-show advertising, ran occasional revivals and special midnight shows ........

AND YOU KNOW WHAT..... it didn't mean A DAMN THING when the big boys got done overscreening my area to the point there was a multiplex every couple of miles!

People will only travel so far to see a movie and regardless of the presentation or the price or whatever else it is that they complain about ..... when it comes to choosing a theatre they will still usually pick the theatre closest to them.

Good luck Dennis if you are in a competive area!

[ 04-10-2006, 01:18 AM: Message edited by: Jonathan M. Crist ]

Posted by Frank Dubrois (Member # 3042) on 04-10-2006, 01:07 AM:

I'd just re-emphasize a few of the suggestions here. Hire older people...an older lady behind concessions or the box does wonders for customer relations as opposed to a teenager who appears "bothered" by customers. Also, screen ads..DONT DO IT. Its a money maker, yes, but its the single most annoying thing that theatre have moved to. One of our ads actually advertised the ad company saying "advertise to a captive audience". That pissed me off. People pay good money to goto a movie and enjoy themselves. Our ads were turned up so loud that you couldnt even talk before the movie..it sucked. Play some nice music. Curtains are a good idea, I worked a 4 plex that had curtains...the cinema Im at now has big white screens with no curtains. The curtains (mataching the wall color) adds a nice comfortable touch to the envirement. Other than that...keep the popcorn fresh and the movies looking and sounding good and you should do quite well. Not everyone likes the big noisey crowds of a googleplex. A smaller, friendly theatre is quite an attractive option, but you will have to really put an effort into getting the word out that things have changed! Get a good customer base and they will spread the word for you. The first 3-6 months or so will be the "make it or break it" time.

Good Luck! Post pictures before and after!!

Posted by Jeff Eisentraut (Member # 1121) on 04-10-2006, 01:43 AM:

Dennis:
It is possible to survive in a small market. I am in a town of 4500 with a twin theatre...balcony conversion.

It takes an all out assault on service and marketing.

Here are a few ideas:
*Read "Cinematreasures" available at cinematreasures.com There are many stories about the original showman from "the day"
*Build a customer base one person at a time. Greet customers by name whenever possible. Greet them at the door.
*Wear formal attire. Sounds corny but it really makes a difference in a customers perception and even how you feel about yourself (confidence)
*Never show commercials
*Make a pre-show announcement for cell phones, next attraction, interesting tidbits of movie trivia. and...Thank them for attending your theatre because you know they have a choice...BE GENUINE.
*Offer a real value. Build a volume-based, family friendly, business model.
*Immediately start gathering e-mail addresses for weekly updates.
*Fire up an easy to navigate web site. Here's mine:
www.bestmoviedeal.com
*Make friends with the local paper and get as much free publicity as you possibly can.
*Make your theatre a "Class act" where people feel special. Avoid lobby signs that start with "no"
* Keep your theatre sparkling clean (duh)
* Train your staff continually. Go to the High School and ask a counsellor to help you find a few outstanding students with good character and work ethic. No tatoos or piercings or blue hair.

Try new ideas. For example, we tore out a section of seats and put in leather sofas. It was wildly succesful. People now arrive 45 minutes early to secure a good seat.

Have fun!

Posted by Bobby Henderson (Member # 840) on 04-10-2006, 09:50 AM:

I think older, small town theaters have to capitalize on the nostalgia angle. That's something very few "google-plex" theaters can emulate with any sense of authenticity.

First, the theater's "store front personality" has to at the very least be decent. Run down appearance and dilapidated signs may make me drive straight to the huge stadium seated multiplex.

Very few theaters invest in a good quality marquee sign these days. Decades ago theater marquee signs were the main trend setters in sign design. Not so these days. Usually whenever I see a well done marquee and vertical "blade" style cantilever sign anymore, it is for a stage-based live theater in a large city center. One doesn't necessarily have to invest in anything as elaborate as the eye-popping theater marquee put together in the film The Majestic. But at least some exposed neon and scintillating chase lights would do well. A good display would be tasteful and architecturally relevant to a bygone period, not gaudy or cartoony like some of the marquees Cinemark used to put on their theaters.

I'd try to have a lot of antique looking decor on the inside and done so with a sort of upscale attitude. The goal is to try to emulate long gone movie palaces of the past. You don't need a 5000 seat auditorium to do that. But copying the same sort of atmosphere is not impossible.

To add to the decor, it might be kind of cool to have some old movie posters on display or even some cleaned, antique film projection equipment.

Aside from all the stuff that would allow viewers to take that "trip down memory lane," actual presentation quality of the movies themselves has to at least be equal, if not better, than what anyone can get from the google-plex down the road. With the sliding presentation standards in so many locations, that will not be hard to do.

Posted by John Pytlak (Member # 331) on 04-10-2006, 11:15 AM:

Two phrases to live by:

"Film Done Right"

"Showmanship"

Posted by Mitchell Dvoskin (Member # 751) on 04-10-2006, 12:12 PM:

Check out Lafayette Theatre for some ideas. They are a first run single screen theatre up the road from a Loews 20-plex, and people go out of their way to attend.

They feature

Popcorn that is popped fresh before every show.
Live Organ music on their antique theatre organ instead of canned music.
Staff formally dressed in tie and vest.
State of the art digital sound, and a large screen.
Classic films every Saturday morning, which over the last few years have built up quite a following and are now quite profitable.
Occasional special weekend film festivals.

They have found that by doing these classics and special shows, they bring in people who would not normally travel to their theatre. Once there, they tend to come back for the first run films.

Posted by Mike Blakesley (Member # 26) on 04-10-2006, 02:00 PM:

We have most of the "amenities" mentioned here except I don't do the formal attire thing. This being a very small rural town where NOBODY wears a suit except maybe to go to church or the prom, people would feel uncomfortable. My staff wears Roxy logo shirts, and my wife and I wear comfortable "business casual" clothes.

We don't have stage curtains -- I wish we did -- but we do have colored lights that shine up on the screen and fade-out as the picture comes on, so at least people aren't staring at a blank screen.

We don't play ads. I agree with all above, for a small theatre it wouldn't bring in enough money to make it worth pissing people off.

As for the nostalgia angle Bobby mentioned above -- I'm in total agreement there. People tell me all the time they like to come to my theatre because "it feels like an old time theatre." But, the nostalgia can only extend to the GOOD things people remember -- the bad stuff (creaky hard seats, mono sound) has gone away. So they get that nostalgic experience, but in an environment they're comfortable in.

I also agree totally on the exposed neon marquee. It's so important to keep ALL of the tubes working. We budget every year for sign repairs. (Ours has 54 neon tubes, some of which are used to backlight the readerboards.) We don't have chasing lights under it -- again, I wish we did, but the non-chasers are original so I'm reluctant to change them. The outside of our building looks pretty much the same as it did in 1935.

One thing we do to help "sell the experience" is, when we are playing an action movie where impressive sound is a huge feature of the film, I put a block in our newspaper ads reading, 'Hear it the way it's supposed to be heard....on the Roxy's Dolby Digital Sound system!'

Posted by Bernard Tonks (Member # 809) on 04-10-2006, 05:52 PM:

quote: Mike Blakesley
We don't have stage curtains -- I wish we did -- but we do have colored lights that shine up on the screen and fade-out as the picture comes on, so at least people aren't staring at a blank screen.

Remembering the pictures of your very nice cinema, festoon rainfall curtains would look the business, as you have no room for draw curtains with your large screen.

I had stage curtains, but so did the Odeon multiplex in every screen, my biggest opposition 9 miles from me. [evil]

BTW, your pictures no longer open in the Picture Warehouse! [Frown]

Posted by Henry O'Connell (Member # 2238) on 04-11-2006, 08:39 PM:

Here at the Hamilton Theater we do a 10 min. slide show. We have three theaters, one large and 2 small. The small ones use slide projectors and home mixed cd music bed. The slides are all local area, we try for people (the oh, I know them angle)and places. We have about 5 sponsor slides at the end. We do a classy door close(remote control) and then the house dims on the last slide. Zipper opens into our limited to 10 min. trailer pack.

The large theater has a video projector and the show is played via DVD. This show is a little different. Same format.

It does not make us much money. It is not sold as a big deal.

We do midnight movies when Colgate is in session (they sponsor it) and I do "special" video presentations for those shows.

We have Sat. childrens shows. We try to tie in something live to those. If it has farm animals we try to get a live one. We get local businesses and people to sponsor it. We take pictures and I put together a presentation featuring last weeks pictures and upcoming shows.

Hope this helps. [Big Grin]

Posted by Caleb Johnstone-Cowan (Member # 3710) on 04-11-2006, 10:04 PM:

You could do a movie pass where for say $20 a month you can see any film any time. The chain I work for does this nationally.

If you have a high concession spend per admission then this should increase you profits in that area. Would probably have to do this in conjunction with no outside food rule.

Similarly if people have 'free' films then they are more likely to turn up to any old trash so programming a critical/commercial flop isn't so bad.

You also tap into a base of 'regular' customers who you can email regularly and know by name.

Possibly more realistic is something Odeon in the UK do for their two smaller West End cinemas, 'Select' membership. It is targeted at the discerning cinemagoer because the two cinemas supposedly have 'alternative' programming although that's up for debate.

It's £15 upfront and you get £1-3 off admission prices depending on the time. Also every fifth visit is free. You can get discounts at a number of local restaurants and bars.

People have said about pricing however if the neighbourhood you're in is upscale consider putting prices up and going upmarket. It works in London some people seem to go to certain cinemas because they have snob value.

Posted by Mike Blakesley (Member # 26) on 04-12-2006, 12:33 AM:

Another thing we do a couple of times a year: We work with the local Chamber of Commerce on free matinees. Usually, one at Christmas and one in the summer. We use the prevailing blockbuster film. (Last Christmas it was Narnia.) We let the kids in free, but we punch up tickets as if they were paying. The Chamber pays the regular price, so there's no problem with the film company.

It's a win-win-win situation: The kids get the new blockbuster movie for free, the Chamber gets the goodwill from providing this great in-demand show for the kids, and we get a full house and a ton of concession $. (Plus a lot of people think WE are giving the free show away, so we get additional feathers in our cap from the parents.)

Posted by Robert E. Allen (Member # 1351) on 04-12-2006, 01:33 PM:

You've gotten some excellent ideas here, Dennis. I would just add don't forget your PR. Make your customers feel like part of your theatre "family". Learn their names and greet them by name when you can and greet them from the front of the auditorium.

Also, if you're doing the booking, don't get sucked into the "play what the distributors are promoting" trap. Research your films and then promote them LOCALLY (and not just in the papers). Have your staff theme costumed from time-to-time for current or upcoming product.

I don't agree with Mike about the classics. I believe they can do business if you promote them with a "see them on the BIG screen as they were meant to be seen" mentality. Run "John Wayne Festivals" or "Great Hollywood Musicals", etc. Wear a tux. All theatre managers used to wear a tux. Avoid on-screen advertising as this simply makes your auditoriums look like giant TVs (keep it in the lobby). Sell memberships to your "film club" and offer reduced admission and concession prices to members. Good luck!

Posted by Dennis Benjamin (Member # 1137) on 04-12-2006, 02:07 PM:

All the ideas are tremendous. I am compiling a list of these ideas to take to the owner. So it is all appreciated.

Speaking of Film Festivals:
One of my personal dreams (other than owning my own location someday) is to put on a yearly "HONG KONG" film festival. There were so many good (early) films made by John Woo and Tsui Hark before anyone came to Hollywood (maybe throw in some Jet Li films too). Also, I like Akira Kurosawa, maybe we could do an "Asian Pacific" film festival - or something like that.

Anyways, just an idea I have.....

Posted by Mitchell Dvoskin (Member # 751) on 04-12-2006, 03:07 PM:

Of course, there is always Smell-O-Vision

News Story Link

*****************************************************************

Movie-Goers Getting Smells to Match Scenes

By YURI KAGEYAMA, AP Business Writer
Wed Apr 12, 12:30 PM ET

TOKYO - A theater audience in Japan will be sniffing their noses — literally — at a new Hollywood adventure film when it opens here later this month.

A new service from a major telecommunications company, NTT Communications Corp., will synchronize seven different smells to parts of "The New World," starring Colin Farrell.

A floral scent accompanies a love scene, while a mix of peppermint and rosemary is emitted during a tear-jerking scene. Joy is a citrus mix of orange and grapefruit, while anger is enhanced by a herb-like concoction with a hint of eucalyptus and tea tree.

The smells waft from special machines under the seats in the back rows of two movie theaters, which create different fragrances by controlling the mix of oils stored in the machines, company spokeswoman Akiko Suzaki said Wednesday.

In "The New World," which opened in the United States in December, Farrell plays American colonial leader John Smith, who is said to have been saved from execution by North American Indian princess Pocahontas.

Theaters will be able to download from the Internet different scent sequences for other films, Suzaki said.

The company began a similar service for homes in Japan last year. Owners of the $620 home version can download different programs to emit smells to accompany a horoscope reading or work as aromatherapy.

Owners must keep refilling the machine with fragrant liquids. NTT Communications would not disclose how many machines it has sold.

U.S. startups have developed similar technologies before, although at least one company had to shut down during the dot-com bust.

*****************************************************************

I can't wait to smell King Kong...

Posted by Mike Blakesley (Member # 26) on 04-12-2006, 07:53 PM:

quote: Robert E. Allen
I don't agree with Mike about the classics. I believe they can do business

I never said they can't do business. I said they wouldn't do enough business in a small town to make them pay. I've been there, done that. If there was big money in classics, they would be playing all over the place and every googleplex would set aside an auditorium for classics.

Posted by Will Kutler (Member # 770) on 04-13-2006, 02:04 AM:

Mike

Your in left-field regarding classic films!!!!

I was projectionist for a VERY popular classic film series in Tucson partly sponsored by the City of Tucson. And this was 16mm (a couple of B & H w/Marc lamps. Speakers on either side of the screen controlled by amps and mixer. The sound was transmitted from the projector to the sound system via guitar transmitters.

Anyhow, the trick to running classic films is to KNOW THY AUDIENCE! READ THE CROWD and get films that they would like to see. For example, the individual who was in charge of this event was a real piece of work who ordered films that she was interested in seeing and not necessarily what the crowd wanted to see. And she refused to listen to anyoneone about her programming. When she did order films like "WoZ", American Graffitti", "Singing in the Rain"....great classics then the public and families w/kids would show up by the hundreds. But when crap like Woody Allen was shown, then no one came.

And when classics are shown, the audiences did not mind intermissions...in fact they welcomed them. Gave them a chance to stretch, adjust their kids and maybe get something to eat.

Another key to screening classics is to know thy showtimes and show dates! These are usually family events. So, you don't want to be screening a film that will end late on a school night!

Another good idea for a small town that was popular in Tucson's old "Cineworld 4" for many years were kid flics during the summer. One would purchase a cupon book and 1 film would be shown every week during the day. Kept the kids out of trouble and was also a very popular event. And this was when Tucson was still a small town w/next to no entertainment venues (1970s)

Cheers

K

Posted by Mike Blakesley (Member # 26) on 04-13-2006, 12:22 PM:

quote: Will Kutler
And this was when Tucson was still a small town w/next to no entertainment venues (1970s)

Tucson had to have at least half-a-million people in the 70s, whereas the original poster's town is around 2000 (providing he's working in the same town he's posting in!)

Posted by Adam Martin (Member # 641) on 04-13-2006, 12:39 PM:

Tucson had over 15 theaters and drive-ins in the mid-1970s, not including adult theaters.

Posted by Kara J. McVay (Member # 1285) on 04-17-2006, 09:26 PM:

Henry in Hamilton NY, Say "Hi" to Chuck from his Cheddar Lady.

Two things:
1)Popcorn served in tubs with great topping layered and have white cheddar cheese powder. You can get it from Gold Medal. It is crack for popcorn. If we, God forbid, run out we nearly have riots.

2) Free kids movies in the summer, we offer free shows and accept donations for local charites as admission, but you don't have to bring if you don't want too, the parents love it. A real sense of community when you are having your child bring a can of carrots to the movies. Teach them to give now and show compassion for their fellow man. Also during the kids shows, if you show "Spirit, Stallion of the Cimerron" bring in a horse, or "Madagascar" try to get the local Zoo to show up with animals.

K!

[ 04-18-2006, 08:30 AM: Message edited by: Kara J. McVay ]

Posted by Frank Dubrois (Member # 3042) on 04-17-2006, 11:43 PM:

Bring in a horse? [Eek!]

Posted by Mike Blakesley (Member # 26) on 04-18-2006, 12:25 AM:

quote:
"Spirit, Stallion of the Cimmeron" bring in a horse, or "Madascar"

And hope the kiddies don't take spelling lessons from the theatre folks! [Wink]

Posted by System Notices (Member # 2357) on 12-11-2009, 01:36 PM:

It has been 1333 days since the last post.

Posted by Dennis Benjamin (Member # 1137) on 12-11-2009, 01:36 PM:

Whatever happened to this thread?

Posted by Ian Parfrey (Member # 5122) on 12-11-2009, 06:56 PM:

Dennis.

What's the latest with your project?

If you are still battling low attendances, you may have to consider a serious rejig of the whole idea of movie going.

Do you think a Restaurant/Live venue would work in at least one auditorium? Here in Melbourne, Australia there is a classic old cinema called the Forum (originally the State). It was twinned with the balcony split off into the second screen called the Rapallo.
In the floor level stalls, a recent conversion was done to include cabaret-type booths for meals and a show- either film or live event.

I dont know if it is successful or not, but it may be an idea to throw around.

Another idea may be to specifically target an audience not catered to by the Googleplex- arthouse, revival, silent films, shorts, or to instigate a festival of your own.

Let us know how it's all going.

Cheers
Ian

Posted by Paul J. Neuhaus (Member # 3205) on 12-14-2009, 10:22 PM:

I once saw a family theatre that had an interesting take on the concession thing.
Everybody coming in the door got a small drink and popcorn. They felt like they were getting it for free when in fact they were already buying it. It was a great plan. The admission was %1.50 and the concession items were $3.00 but it was all rolled up into a $4.50 ticket price. The idea was if everybody gets soda and popcorn then they will spend extra money on candy or soft pretzels, etc... The plan worked and really catered to the idea of people brining their families out to the movies.

Most families with little kids would love to be able to take their kids to see a movie but it is too expensive to get in the door not to mention buy anything at the concession stand.

With this idea in place and using the price points I gave as an expample you would automaticaly have a $3.00 percap on everyone that walked through the door and then have a chance of them buying extra stuff and not feeling like they are being ripped off.

I also agree that you can be successful with the classic movies thing. The main thing is you will have to sell it! The moment that you let you business go on autopilot it will take a nose dive. You must be ever vigilant with this idea.

Good Luck!!

Posted by Mitchell Dvoskin (Member # 751) on 12-16-2009, 10:10 AM:

The admission was %1.50 and the concession items were $3.00 but it was all rolled up into a $4.50 ticket price

This does not work, as the theatre would be required to pay the studio percentage based upon the full ticket price, not just the portion dedicated to admission. I suppose that the theatre could cheat, but that is not a good long term business strategy.