With the summer movie season getting into full swing, I can’t help thinking how the business of entertainment dwarfs what’s up on the screen. And who gets lost in the shuffle? The moviegoers. They're fast becoming an afterthought, even though it's their dollars and blind love that feed the studios and exhibitors.
I've always loved the experience of sitting in a darkened theater, surrounded by others and immersing myself in the moving image. But at close to $25 a person when you add in parking and concessions, it’s hard to justify the cost.
Assuming that some movies are actually worth seeing at that price, or would be if doing so were actually enjoyable and fun, some changes need to happen. Both exhibitors and moviegoers themselves can improve the cinema experience. With that in mind, let me present my 7 Steps to Cinema Nirvana:
1. No Cutting Corners
If you're paying at least 12 bucks to see a movie, you deserve a good picture and consistent sound. That doesn’t always happen. To save money, some theaters like to reduce the brightness of their projection lamps. That ends up reducing the contrast and clarity of the image you see projected. Sound levels can be too loud or too soft or in some cases.
Bad exhibition of your product is an insult to paying patrons. Regal and other theater chains will argue they offer theaters with top of the line digital projection and sound. But it comes at an additional cost of $5. Every theater should provide a great viewing experience, not just the fancy screens.
2. No Exotic Foods
For many moviegoers, the experience is not complete without a bag of buttery popcorn in one hand and an ice-cold drink in the other. Although many people complain about the prices, I understand why theaters charge so much… the average theater has a surprisingly low profit margin. Concessions are one area where theaters can make money.
What I don’t understand are the some of the strange choices offered. Who thinks eating ice cream in the dark is a good idea? And the person who decided nachos are the perfect movie food should be flayed alive. The smell and mess gives them a special offense.
Chips should be banned. No one wants to hear anyone crunch or crew in any way. Candy and popcorn should be served in boxes. No bags, no wrappers, nothing that crinkles. Anything remotely crinkly should be barred from theaters.
3. No Commercials
Enough with the commercials. Unlike television, the moviegoer cannot change the channel, or mute the volume, and is forced to watch these ads. When the moviegoer purchases admission to the film, they are purchasing the experience of the film and the film only. Commercials are not part of the purchased entertainment. Trailers for upcoming films are fine as long as they don't go on forever and don't seem randomly selected with the movie you're there to see.
