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Written by Knight Ridder
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Wednesday, 10 May 2006 |
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Movie-goers are an endangered species. They need to be coaxed back into the dark, away from their computers and HD-TVs.
That’s the call to action from the people who track box office figures for the movie industry.
After 2005’s disappointing ticket sales – the lowest in eight years – theater owners have gotten the message, and are adding more customer-friendly amenities, including reserved seating, live pre-show entertainment and alcoholic beverages served at your seat.
They’re even addressing what the National Association of Theatre Owners (NATO) calls the filmgoer’s “No. 1 complaint” ... cell phones.
“Movie-goers have so many more options today that the movie-going experience has to be better than ever,” said Paul Dergarabedian of Exhibitor Relations, a box-office tracking service. “It’s no longer just about the movie; it’s more about the total experience, the movie theater as destination, not just a stopover on the way to somewhere else.”
In November, the Camera Cinemas of San Jose, Ca. surveyed 2,000 of their customers. Overwhelmingly, patrons replied that they wanted their local theater to be more personal, more interactive ... more special.
“Over and over we heard, `Please make it more than just coming in and watching a movie,’” said Jack NyBlom, co-owner of the chain.
“Now we’re doing some major rethinking,” he added.
Theaters around the country _ from the funky University Mall Theatres in Fairfax, Va., to the luxurious ArcLight Cinemas in Hollywood – are doing the same. The University Mall has Kid Packs (candy, drink, popcorn and small toy for $3.25), spot audience surveys and a company that acts out cult films in front of the screen. For those willing to pay a higher admission price ($11 to $14), movies at the ArcLight come with reserved seating and the promise of no commercials.
NyBlom and his partners have taken note. When their Camera 3, closed since 2004, re-opens in the winter, it will offer live entertainment (music and improv comedy), interactive programs (patrons will get to vote on their favorite trailers), and – the most ambitious new venture –in-theater dining with, if you so choose, beer or wine.
Cinema Draft Houses, as the spirits-and-show auditoriums are known, are already a hit at American Multi-Cinema locations in Columbus and New Orleans. | Only registered users can write comments.
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