How to Make Moviegoing More Attractive for 2012

Saturday, January 7th, 2012 at 7:30am
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How to Make Moviegoing More Attractive for 2012  

As the (very) old song goes, “the theater, the theater, what’s happened to the theater…?” With 2011 bringing international box office to a 16-year low and U.S. revenues down for the first time in the last six years, it’s beginning to look like curtains for the movie theater. What can be done to turn this around? We’ve got some suggestions…

Lower Prices
This one is a no-brainer, isn’t it? “Going to the movies” as an experience these days can be ridiculously cost-prohibitive, between ticket prices, travel and whatever snacks you end up buying when you’re there. Considering the economic climate, surely it only makes sense that, if you lower prices and make the whole thing more easily affordable to more people, attendance would rise…? I am somewhat spoiled in this respect, living in Portland and surrounded by second-run theaters where tickets cost anywhere between $2 and $6 and movies are constantly sold out as a result.

It’s not even as if all costs have to be dropped across the board; why not promote special lower-priced weeknights, or take full advantage of the possibility of cheaper matinees? Prices can be kept up for high-traffic times and 3D or IMAX movies so that theater owners don’t get too upset at the idea of losing so much revenue. Which reminds me…

Make Bigger Movies
Not for nothing were the biggest movies of the year at the U.S. box office essentially missing from the list of the most torrented and pirated movies of 2011; with the increased focus on movies that emphasize spectacle in a way that doesn’t really translate to the home theater experience, no matter how big the screen (i.e., movies in 3D and IMAX). This is where movie studios come into the business of trying to keep movie theaters alive, by trying to produce films that demand to be seen on a scale too big for your laptop or television screen. Along those lines…

Take Advantage of The Community
No matter how many people as you might be able to pack into your living room, there isn’t a more communal movie experience than a movie theater, and some movies – comedies and horrors predominantly – become far more enjoyable when watching them with big crowds (Think of the Paranormal Activity movies, for example; they’re as much about the collective fright than anything else). If there was some way to promote that and remind people that some movies just need a room full of people going through the same thing that you are, then you’ve given people another reason to buy a ticket.

Popcorn Isn’t Enough
The final thing I’d like to see theaters taking into consideration when thinking about how to bring people back is something more than candy and popcorn on offer in the concession stand. Again, I’m spoiled here in Portland with theaters that offer pizza, beer, burgers or even full meals in a couple of cases. But having something more substantial on offer to accompany the movie turns the theater-going experience into something more than just watching a movie; it becomes a more complete “night out,” and that makes it more attractive an option when compared to watching a movie at home. After all, anyone can buy some popcorn and stick it in a microwave, but the idea of crossing a restaurant with a movie theater…? Who can compete with that (without a lot of effort)?

What am I missing? What changes do you think are necessary for movie theaters to become more of a destination in 2012 – or do you think they should just be left to quietly die off in favor of streaming movies directly to your personal home screens? Feel free to leave comments and weigh in on the debate.

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  • wrecksracer

    Sure it’s not the opera, but the problem with doing anything today in a public setting is the complete disregard people have for other people. I’m in the Chicago area. Going to a film here is like visiting an junior high class being taught by a substitute teacher. I’ve been to punk rock shows where people had better manners.

  • dave chisholm

    let’s face it: tv has been kicking the trash out of movies for awhile now. breaking bad, game of thrones, community, madmen, boardwalk empire, etc. are all so so strong and so fresh.

    movies need to step up, make the product better…it would also help if they weren’t soooo expensive! 

  • HeWhoLaffs

    I used to love going to the theaters to watch movies, but it’s just too damn expensive, and the overall movie going experience just isn’t what it used to be.  I am one of those people that now only go see those blockbusters that must be seen in theaters with only a few exceptions (mainly horror films), and even then only during matinee pricing (before 5:00) and never get anything to eat or drink while I’m there.  $5.25 for even a small popcorn is ridiculous.

    And the comment about being surrounded by fellow movie goers to make it that much more enjoyable is completely the opposite for me.  I now go as early as possible to try to avoid having many people in the theater as I am sick and tired of people who don’t shut the hell up and still to this day will talk and text during a movie.  I don’t know if it’s just horrible luck or what, but I always seem to get these chatters/texters around me all the time.  

    I went to see The Girl With the Dragon Tattoo last week.  First showing of the day.  Only around 30 or so people in the whole theater so very much empty.  I walk in, pick the area where there is the least amount of people, the movie starts, gets about 6-7 minutes into it, and sure enough, a group of 4 people then decide to walk in and sit down right behind me of all the places they could have sat.  Sure enough, the two women have a comment for almost everything going on. So I ask them to please be quiet and I get looked at like I’m the villain here.

    Most movies coming out are not must see in theaters.  As much as I love seeing movies on a huge high quality screen with booming surround sound, with the cost to see them now, and the rudeness of people today, I usually prefer to just wait a few weeks and rent most movies On Demand for just $6 or just wait for it on Netflix.

  • Johntwentyfive

    Going to the movies is great. Nothing beats it. It’s not the same watching at home on my tv. Having people monitor the theater to root out shitty behavior would probably help. Being told what to do sucks but if people can’t be respectful of others then rules and order have to be put in place. Or maybe people actually taking it upon themselves to police the theater and speak up when others are being rude.

    The theater experience will never be beat at home.

  • The Lensman

    There are plenty of movies that are not remakes or sequels, they’re called “indy” films and most people, despite their “no remakes or sequels” talk, don’t go see them.

  • Kungfuhustler84

    I’m in Eugene, not far from Portland and I have great moviegoing experiences at the local theaters. I agree with everything except “make bigger moves.” People can make whatever movies they want to make as long as it’s not boring.

  • Squashua

    It is not just a matter of lowering prices.  Prices need to be lowered and then scaled to the quality of the film.  Tyler Perry’s NEXT MOVIE should charge 60% less than a ticket for, say THE AVENGERS.  Etc. etc.

  • Anonymous

    After a bad 2010 (just ONE movie in the theaters), I went to see just about everything I wanted to this summer.  Thor, Kung Fu Panda 2, Super 8, X-Men First Class, Green Lantern, Transformers 3, Captain America and Cowboys and Aliens …… I went nuts. 

    KFP was in Digital 3D and fantastic, Super 8 was at one of AMC’s Cinema Suites, where your order food just like a restaurant (GREAT food too for a good price), Transformers 3 amazed in IMAX 3D (visually anyway …) and Cowboys and Aliens at one of AMC’s ETX theater’s in Orlando was pretty special (visually and audibly that is …).

    So, long story short, going to the movies is AWESOME and I prefer it to watching stuff at home in just about every single way.  I just don’t always have the time or money to do it as much as I did this past summer.  I think they’re doing a ton right (at least where I live anyway).  I typically go when there aren’t kids and stuff, but even so if the theater is big enough I usually don’t here the talking and distractions, especially if the movie is awesome.

    So, tl;dr, going to the movies already is better than ever.

  • aPo

    sorry but I hope that will never happens. I can’t imagine watching Dark Knight Rises or The Hobbit on the Internet and on a tiny screen.

  • http://saneinsanities.blogspot.com/ Andy E. Nystrom

    1. Fewer 3-D movies.  Aside from the price they can be hard on the eyes, give headaches, etc.  If a film has both options, try to make both options available if possible.

    2. For movies that are 3-D, let people get a discount if they reuse the glasses. Don’t make people pay again and again for glasses when a pair used once is perfectly reusable.

    3. Have ushers patrol the theatres at 15 minute intervals to deal with disputive patrons. One theatre actually told me to hunt someone down if someone was being disruptive, which would have taken too much time from the movies.  The police who’ve bought the tickets shouldn’t be the ones policing the other patrons.

    4. Related to the above, if a patron has questions or concerns, be respectful and acknowledge the patron even if you disagree.  At the same theatre as above, when I asked about why you need to pay for glasses each time, I was told, “That’s just the way it is.”

    5. Regular bubble gum clean-ups.

    6. One theatre had staff dress up as Watchmen characters when that was released. Do fun stuff like that.

    7. Screen the occasional non-Hollywood stuff like Troma movies.

    8. The occasional gimmick like Smell-o-vision can be fun. Try not to use the same gimmick too frequently though.

    9. Fewer non-movie ads

  • Ginkasa

    This article is silly and misinformed.  It makes a lot of assumptions.  First off, domestic revenue was the third highest ever.  Sure, it was “down” compared to 2010 (which it and 2009 are the two higher grossing years), but I still think the money is rolling in.  While you could point out that attendance itself is at a 16 year low, which is significant, I could also point out that plenty of years prior to 1995 were even lower than that.  Is attendance in a great place?  No, but its not spelling the end of the movie theatres as we know it either.  To declare it so is lazy, ignorant, and a greedy grab for views.

    The ideas presented to “raise” attendance aren’t very well thought out, either.  “Lower prices” is the easy one.  Yeah, sounds good to the movie goer and I’ll agree that the 3D and other “premium” surcharges need to go.  But making a movie and running a theatre is expensive.  You have to pay for that somehow while making a profit and you can only go so low without ruining your business.

    “Maker bigger movies?”  I thought we wanted to lower prices!  Not only do I think movies are “big” enough as they are, making them demand even more spectacle (i.e. expensive special effects and big budget casts) does nothing for your prices.

    I don’t think its a great idea to try to remind everyone that when you go to a theatre you’re watching it with other people.  Sure, its great to watch a movie with a good crowd that cheers and laughs at all the right spots.  But most people are concerned with texting and talking which is caused by those crowds.  If you knew anything about movie theatres and the business you would recognize this.

    Finally, the suggestion to add more than “popcorn and candy” to the concession line-up is old hat.  This the trendy thing for theatres to do now.  Multiple chains across the country had added “hot foods” to their line-up including snacks like cheese sticks, chicken tenders, personal pizzas, etc. Other chains have included full service restaurants into their theatres that serve you while you watch a movie.  Surprisingly Portland is not a mecca of premium moviegoing in a barren country of nasty seats and stale popcorn.

  • Paul

    Speaking as someone who works in a cinema (although, in the UK), no, I would say offering burgers or pizza is a bad idea.

    Firstly, it stinks and make the cinema smell which can disrupt the enjoyment for other cinema goers.

    Secondly, popcorn is a nightmare to clean by itself but you start adding cooked food and it becomes impossible. Auditoriums need to be cleaned inbetween showings and often you don’t have much time, having a ton of cooked food sticking to the floor would not help matters.

    Also, if you’re going to a cinema on a regular basis then many cinemas offer membership schemes. Here in the UK, Cineworld offers a £14.99 a months unlimited card which allows you to see as many 2D movies as you want for no cost (it’s £1.50 extra for 3D).

    Some customers go to see five movies a day, meaning that membership more than pays for itself.

    And the simple reason that food is expensive is because money taken from tickets goes straight to the film companies (so, ticket prices are kinda out of the cinemas control), so if food weren’t expensive then cinemas could not afford to pay their staff and would need to shut down.

    I think most people accept that cinema food is expensive, it’s just one of those things that can’t be helped.

    Again, I don’t know the exact situation is the US, but cinema membership does seem like the best option if ticket prices are a concern.

  • Mark Whittington

    The thing is, given the current business model, I can’t see how cinemas can compete with the home for me. As an avid gamer I already have a large good quality 3D TV at home, with a powerful sound system and internet. I pay £10 a month for Lovefilm and debating adding Netflix now it’s in the UK for another £6 a month. This £16 is the same amount it would cost for me and the missus to go and see ONE film at our local cinema of an evening, instead it allows us to watch as many films as we like in a month, only having to sit with people we choose to invite, who we know will be respectable during the film, eating and drinking what we like without paying through the nose for it. Given that DVD/BluRays seem to be out within a few months of films coming off at cinemas now, the whole sordid and expensive cinema experience doesn’t seem worth it.

  • Raskal67

    Needed Improvements for the movie theater going experience (in addition to those suggested:)

    What theaters can do:
    Cell Phone Jamming / Box Office Check In (like a coat check)
    Sell Something beside popcorn that makes a lot noise when sitting next to some who vigorously chomp the stuff.
    Keep Babies out of films not marketed to children / Young Child Free Showtimes

    What Hollywood can do:
    New, original material AS WELL AS sequels and re-makes.  One should not come at the expense of the other.

  • http://twitter.com/tylerralphward Tyler Ward

    I’d also love to see Alamo’s practice of throwing out talkers/texters spread to other theaters.

  • Magnusjragnarok

    Two quick ideas:

    1) Childcare for parents who want to see a movie. They could charge $10/kid per movie. I can’t count the times that my wife & I wanted to go see a movie, but finding a sitter and coordinating the whole thing was just a fiasco. So instead of them getting zero of my dollars, they get to sell 2 full priced tickets and collect $10 for watching my little one.

    2) Theater membership. Create a tiered system that creates steady, reliable revenue. For example: $25/month for 4 movies, $60/month unlimited, special offers or screenings for members only. This will allow theaters to better budget for income if they know exactly how much they have as recurring revenue. Also, theaters kill on concessions, so even if someone went to see 20 movies in a month on an unlimited plan, they’d still probably be selling drinks and popcorn and such.

  • Lady05giggles

    I love going to the movies too! I wish the seats were more comfortable. Some theaters have sofa lounge type seats, where others have those hard seats with no cup holder. They can be cleaner and also add more of a design or theme to the old out dated theaters. TheGrauman’s Chinese Theatre is still one of the coolest looking theaters. I have to completely agree with your last statement. My best movie experience was in Woods Hole Massachusetts, watching The Dark Knight, having a bear, calamari and fries. Amazing experience. Probably one reason I saw The Dark Knight twice. I would disagree slightly on only having more bigger films because I will take a good story on a spectacle any day. I am still proud to say I did not like watching Titanic or Avatar more then once, as an example.

  • Lady05giggles

    I understand what you mean, but I will say when people are eating and watching a movie, they are much more distracted then doing anything else, like talking or using their phone.

  • Thompson500

    Buy a Sharp Aquos 90″ LED tv. Won’t miss the theater at all.

  • Tank

    I can’t imagine a movie theater not letting someone in just because they have kids – do they like making money? Surely they do. It is annoying when people talk and take phone calls, etc, but it’s part of it. Deal with it or leave. Or complain to the management. Or go on nights where the crowds are not as big. I would never go to a movie on a Friday or Saturday night. Or a holiday night. 

  • Frank_piss

    The price issue isn’t just a no-brainer; it’s the number one thing that puts people off going to the movies. People don’t mind paying a reasonable price to go and see a movie, and for the accompanying popcorn or snack. But when the gouging is so blatant- charging $10 for a coke and popcorn that you know costs less than a dollar to produce- people will stay at home and download movies with a clear conscience, or wait for it on DVD. The main reason box offices are taking a hit is because they won’t sacrifice their profit margins- they’d rather make 60% of nothing than 30% of something.

  • Dalghryn

    That’s kind of what the whole article’s about… how to make it more attractive and what makes it so unattractive you won’t go.  Your “Deal with it or leave.  Or complain to management.”  is exactly why I don’t go.  As I said before, I understand it’s difficult to regulate something like that.  They choose not to, and that’s their call, but unless they do, I simply won’t go… no need to deal with it, leave or complain if I’m not there at all.

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