14 April 2011On cinemas and fleapits
Khoi posted this earlier:
"An idea to help increase theater attendance: customers pay a subscription fee for movie passes at theaters of their own choosing, creating a relationship between the moviegoer and the theater. I’m not sure anyone will ever do this, but it’s intriguing, and as a fan of the in-theater movie experience, I hope something like this can reverse the downward trend in attendance."
It struck me as odd that he'd be suggesting this, as it already happens in various ways across the UK (Khoi is a New Yorker). There are simple pay a monthly fee, see what you want schemes, and there are more sophisticated ones. For example, I’m a member of City Screen in York, undoubtedly one of the best cinemas in the country (I take some credit for this myself, as I worked there when it first opened and helped put bits of it together). For a small annual fee, you get a bunch of complimentary tickets, invites to free preview screenings, discounts on all tickets (and food and drink in the bar), and a monthly programme sent to your home. Plus discounts in local shops and restaurants.
And Khoi's right, it creates a definite relationship, a bond, between the cinema-goer and the the cinema. It’s amazing that in a town full of museums and galleries and historical sites, the community treasure this cinema as one of the best things in town. It helps that they bother to put on an amazing array of films and live screenings. They only have three screens, but some weeks they'll show a dozen different films.
It's sad that City Screen is an exception, not the norm. On a recent trip down to my folks in Kent, we planned to go to the pictures, but between the three nearby multiplexes, each with at least ten screens, there was a selection of eight films. Ridiculous. And the other week, Dr B and I ventured to the other cinema in York – Reel – to see Limitless. The auditorium was hazardously dark and tiny, the picture was pixelated, most of the trailers were projected at the wrong aspect ratio, and the sound was buzzy and boomy. We won't be going back there again! Good experience = weekly visits. Bad experience = one visit ever. Surely someone in charge must have figured this out by now?
If cinema attendance is dropping, the fact is that it’s entirely the fault of the cinema chains, not videogames or telly or whatever else is being blamed this week. It's as simple as this: stick a sweet shop on the front of a big screen, and no, people won’t care. Make an effort to create an enjoyable, rewarding experience, and people will love it.
Reader Comments (5)
Have to totally agree. I really do think a membership idea is the way forward. Us movie geeks like to give off the impression of being down with the art-house kids, but I'm always heading to my local 'World of Cine' simply on account of their membership offers. If the non-multiplexes offered similar I'd be there at the drop of a hat. I'd even bother to put on a black turtleneck, start drinking my coffee black and finding my unique brand of obscure Eastern-European cigarettes.
Interesting article.
A similar set up can be found at my old haunt The Rex in Berkhamsted. I queued round the block for ET, fell in love with Back To The Future there and even watched Octopussy (ouch) there when it was two screens. It was then closed for years and we used to dare each other to go inside the derelict buidling. Since then, it was re-opened through community and private fundraising and restored to its original Art Deco stylings and upgraded to one large screen.
It was a slow burn though; as I recall The Rex team canvassing support in the town and encouraging people to join into a membership programme that gives you priority booking. This has continued to date and now getting tickets takes quite a bit of coordination and planning which is testament to the cinema's popularity and the wide selection of films they screen.
As a cinematic experience The Rex is a joy! Each film is personally introduced (or often openly critcised) by the owner and the seats are unbelivably comfortable. Believe me when I say you can't reach, even when stretching, the seat in front. Plus any cinema that serves cheese and wine to your seat has to be encouraged and applauded!
The model has been so successful - although you have to have the right local demographic to make it work - that they are now trying to replicate it in nearby St Albans with The Odyssey which is named as a nod and a wink to a certain Kubrick film.
The end result is that they have made going to see a film an exciting experience again. I saw Shadows of the Moon there and it was a fantastic occasion. Whilst pirating or streaming is easier and cheaper, in twenty years time I won't recall watching The Social Network on my Macbook in bed, whilst today I can still clearly recall watching that bloke from Jaws in 2010 at The Rex in 1985 and wondering what the hell it was all about.
It sounds like cinema in the US is a completely different affair to here in the United Kingdom. This isn't an anti-American thing, but over their things are quite commercial and impersonal, but over here a lot of the cinemas prefer the personal touch.
There are a few of these cinemas around the UK, and I love every one of them for it.
This is a subject very close to my heart. I grew up with almost weekly trips to my local independent one-screen cinema in in my home town. I actually wrote about it a while back. Because of that place, the whole experience of going to see a movie with other movie fans is something I absolutely love.
The reason, I think, for people not going to the movies as much anymore is down to a few things:
1. Price: £8 for a ticket? How about fuck off. £6 for some popcorn? See previous point.
2. A totally sterile experience. I want a movie theatre, not a vodka bar. Cinemas should celebrate the fact that movie-goers are uniting to see a film at their establishment, not cram 'em in and shake 'em down.
3. Atmosphere. This one isn't the cinemas' fault for the most part. Most city-based cinema screenings are full of chavs talking and/or throwing things. Cinema goers, don't be dicks. Cinemas, get strict with idiots fucking around. One warning followed by ejection would work.
I could go on for longer but that'll do.
@Philip I think you'll need a beret as well, and some Le Corbusier spectacles.
@Jamie I agree – a memorable experience is priceless. I still recall my first solo cinema adventure – Arachnophobia at the Canon in Gravesend. I don't think I remember any video experiences!
@Luke I've been to the flicks in the US a couple of times, and the major difference is the sheer volume of food. I still have nightmares about that bucket of popcorn …
@Dan Some good points. I balk at paying £8 for a crappy cinema experience, but if it's a decent cinema (as City Screen is), I don't mind at all. I resent having to pay extra for 3D glasses though – why should I pay more for an inferior format that'll give me a headache? As for the chav factor – I think it depends entirely upon the way the establishment treats its customers. Reel make it quite clear that they couldn't care less about you, so of course the local teenagers show it no respect whatsoever. City Screen on the other hand, is well maintained, staffed and programmed, so you don't get much trouble there.