Reclining Seats, Other Extras Try to Lure People to Movie Theaters

[harpere]

Reclining Seats, Other Extras Try to Lure People to Movie Theaters

Can cushy seats save movie theaters?

Movie theaters have had a hard time of it lately, with their revenue staying flat while streaming services like Netflix have been pushing profits sky high [http://www.escapistmagazine.com/news/view/135067-Netflix-and-Other-Streaming-Services-to-Surpass-Box-Office-Profits-by-2017]. It's not hard to see why: theater prices have been on the rise while the moviegoing experience has steadily grown worse. Between outdated theaters, lousy concessions, people talking during the movie, and the number of 3D screenings -- with more expensive tickets -- that none of us want in the first place, it's easy to see why so many people choose to stay home and watch Netflix.

However, theaters are working to reverse this trend (though they're not backing down from 3D) by investing in better theaters. AMC is currently in the process of spending $600 million to replace traditional theater seating with plush recliners [http://online.wsj.com/articles/now-at-the-movies-fully-reclining-seats-1404679140]. Because the recliners are larger than standard seating, it's a move that reduces the number of seats available in a theater by as much as 70% -- but since it can increase attendance by as much as 80%, it's still a worthwhile move for theaters owners... who plan to charge more for theaters with cushy seating.

And AMC isn't the only one looking to improve its theaters -- both Cinemark and Regal have been following suit, and many theaters have taken to offering an improved menu of concessions to tempt people out of the house. But will all of this remodeling be enough to make going to the movies fun again? Until these theaters ban talking and texting, I'm happy to stay home... or visit the Alamo Drafthouse [http://drafthouse.com/], where you can enjoy movies in peace.

Source: Wall Street Journal [http://online.wsj.com/articles/now-at-the-movies-fully-reclining-seats-1404679140]

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[Caffiene]

Movie theaters have had a hard time of it lately, with their revenue staying flat

Does "revenue staying flat" mean something different to what I think it means?

This article seems to be saying "heres a rant about a bunch of bad things which arent causing cinema revenue to decrease".

 

[Nurb]

Theater extras mean extra costs.

Besides, plush recliners sound harder to clean, and that sounds pretty disgusting.

Why don't theaters ask for better movies instead

 

[Zakarath]

Somehow I really doubt that movie attendance would almost double if only there were cozy chairs.

 

[Windu23]

Movie theaters have had a hard time of it lately, with their revenue staying flat

Does "revenue staying flat" mean something different to what I think it means?

This article seems to be saying "heres a rant about a bunch of bad things which arent causing cinema revenue to decrease".

Revenue staying flat isn't bad, if costs stay flat. But costs don't stay flat. Costs are always increasing. So, if your money coming in can't keep pace with the money going out, that's bad.


What needs to happen is that the film industry needs to see movie theaters as their friends in this, and not just some tool. Movie theaters make very little from showings. The only way they make money is concessions. No concession revenue, no profits, crappy theater experience. If movie theaters could make more from theater showings, things would be a lot easier on theater owners, which could make things easier on us, the movie goer. But I doubt that will ever happen.

 

[Windu23]

Theater extras mean extra costs.

Besides, plush recliners sound harder to clean, and that sounds pretty disgusting.

Why don't theaters ask for better movies instead

In order to get the great movie, they have to take the crap movie, too. It's like cable/satellite bundling. And the studio and distributor are likely to take a larger piece of the ticket revenue from the better movie than the lesser, making it harder for a theater to reap any benefit, anyway.

 

[chikusho]

I hear reports every year of record breaking attendance and profits in the movie industry.
Theaters putting in yet another excuse to bump up the price sounds like a massive turnoff to me.
Make it cheaper to go to the movies and more people would go more often. At least I would.

 

[1Life0Continues]

-Mediocre movies.
-A room full of people that don't know how to shut up.
-Expensive movie food.
-Expensive tickets.

Yeah, I can see why theaters might be losing ground to the home TV, where the food is better, the people are quiet and walking out of the movie doesn't mean saying goodbye to a chunk of money you'll never see again. A booming surround sound system and a bigger screen pale in significance for me to the comfort of my own chair, with people I know won't speak, and food I want to buy for a fraction of the price.

 

[JET1971]

Theaters used to be packed on weekdays until the prices for tickets and concessions started skyrocketing past what everyone was getting in annual raises. When fewer people can afford to go see a movie then fewer people go see a movie. Blaming Netflix is passing the buck, before Netflix there was video rental and people stopped going to the movies and waited for it to be released on video simply because $50 for 2 people in the late eighties to see a movie and not have dinner just wasn't worth it if you were living from paycheck to paycheck with a small fund set aside for entertainment. When 2 tickets and 1 small popcorn goes over that small fund then people will stop going. When young parents who are just starting and have a tight budget cannot afford to buy the family tickets, soda, and popcorn then you lost a sale.

This is the same thing as would happen to McDonalds if McDonalds decided to increase prices like movie theaters have one day. They would lose all customers but those who can afford the prices without a second thought. That's a recipe for for heading to bankruptcy.

Pricing with %40 less profit per ticket and popcorn sale but 50% more customers buying tickets and %75 more buying popcorn is more profit. It is not more profit per unit sold but more in volume. relying on those that can afford the product at higher prices when your traditional customer is NOT part of that group is not a good long term business practice. It is what corporate shareholders want, quick large profits and when the company fails they already sold the stock they owned so they don't care.

 

[Amaror]

"Dammit, our prices are too expensive, so people stopped going to the movies."
"I know, we give customers another thing they don't want and use it to increase prices even more!"
"Genius!"

 

[SonOfVoorhees]

Need to sort out the cost, getting stupid how much they charge. Especially when you cant guarantee you can watch the movie without arseholes spoiling it. Before you used to have ushers (years ago) who walked the aisles telling people to stop talking or just telling them to leave. Now you have to put up with noise, chatting or idiots on their phones. Havnt been to a cinema since 2010.

Also they need to stop with all the 3d rubbish and all the new stuff they are bringing out. Like that chair that moves and blows air and water at you. Sorry, but thats just damn annoying when you just want to relax and watch a film.

Personally i would pay the price and you are shown to a room and its just you and a big screen TV and you can watch it without the bullshit.

 

[PhunkyPhazon]

The AMC in my area recently did this, actually. They're definitely comfy, but it's also really easy to accidentally push the "recline button". And I warn you now, it's not quiet. And it's not used responsibly by little kids. :/

 

[Sniper Team 4]

I don't know, maybe I'm deaf or maybe people in my town are just super polite, but I've never had a problem with people texting or talking during the movie. In fact, Cinemark here makes it a point to warn everyone that they will kick you out if you do either of those.

I went to the new IMAX here, with comfy seats, and it was pretty enjoyable too. I didn't have to worry about the person sitting next to me because there was plenty of room. I guess what I'm saying is that I still very much enjoy going to the movies.

 

[Xisin]

I only ever go to early showings now a days. It's silly for the ticket price to double for the same(or often worse since it's normally more crowded)experience. It's cheaper to just buy the film when it comes out than to go to the theater.

 

[Tanis]

Sorry, but it's STILL not worth it to me.

Dealing with crying kids.
People texting all the time.
Poor cleaning skills of the staff.
People talking all the time.
Movies audio going all over the place.
4USD for a damn coke.
etc/etc/etc.

I get that that ALL of that is the staff and/or movie theater owner's fault...
But it's STILL annoying as hell, and not worth it.

I'd rather wait a few months for the DVD/BluRay/Streaming release.

 

[WhiteTigerShiro]

I don't know, maybe I'm deaf or maybe people in my town are just super polite, but I've never had a problem with people texting or talking during the movie.

It can vary. Horror and thriller flicks, where atmosphere is important, tend to be the worst. Nothing kills the fun of a movie more than when people are laughing at how bad that last scare got them, or shouting encouragement at the protagonist during any encounter. It's not too bad at my theater, but it has happened, and it does ruin the experience, because you're left with either just leaving and hoping that management is willing to give you a refund (or these days, a free pass for your next movie), or dealing with it and having the over-all experience ruined.

That said though, I'm inclined to agree with the people saying that this isn't likely to be that great of a boon. I personally (as a frequent movie-goer) am not going to pay extra for slightly-comfier seats for much the same reason that I'm not going to pay extra so that I can wear (a second pair of) glasses and then end-up not noticing the "perk" to having paid extra once I get sucked into the movie anyway. I suppose if this works-out and it ends-up bringing-in more sales, then I guess more power to them. I just hope this isn't going to muscle-in on already-cramped movie scheduling. It's annoying-enough when I see the ideal showing only to notice that it's 3D, now I'm gonna have to deal with VIP showings?

 

[Nowhere Man]

LOL reclining seats! And how is that going to work in a theater filled with kicking feet and disrespectful children? And I seriously doubt theaters will be adding these unnecessary pleasantries without jacking up ticket prices. So whats the point? Why can't they just follow what the Alamo Drafthouse does..

> Zero Tolerance for talking during a movie
> Zero Tolerance for cell phone use of any kind including texting (turn that shit off that bright little screen is distracting).

If theaters enforced those 2 SIMPLE rules, I would be more predisposed to frequent the cinema like I once did nearly every summer weekend. But I guess theater owners want to avoid addressing the elephant in the room of what bugs hardcore movie goers most in an attempt to accommodate and please everyone, even the ninny nannies that can't go 10 minutes without checking their electronic pacifiers for the latest facebook status.

Until they get their act together I'm quite happy with my home big screen and Blu-ray surround sound set up.

 

[WhiteTigerShiro]

I hear reports every year of record breaking attendance and profits in the movie industry.
Theaters putting in yet another excuse to bump up the price sounds like a massive turnoff to me.
Make it cheaper to go to the movies and more people would go more often. At least I would.

Movie theaters =/= movie industry. The theaters themselves barely keep afloat with what are basically skeleton crews that are (most likely) paid minimum wage. You know how basically every theater has little side-kiosks that are never open? Yeah, they actually used to keep those staffed[footnote]In fact, back when I was a teenager, I worked at my local theater for a while and actually worked in the side kiosks from time to time before they got closed for good.[/footnote]; now they don't even put people in there during the busiest times. That's how badly theaters are doing right now.

 

[Gizmo1990]

Going to the movies is still one of my favorite things to do. But then my friends and I always pick show times that have few people going to see them, never buy the food because of the stupid price and never see 3D.

I have never understood why 3D and expensive food put people off going. If the food is expensive, don't buy it. If you don't like 3D, don't see a movie in 3D.

But maybe it is the area I am in. Even in crowded showings I have never noticed people making too much noise, the seats are always clean, there is never a problem with the audio and there is a TESCO across the road and the staff don't give a damn if you bring in your own stuff.

 

[Scorpid]

Going to the movies is still one of my favorite things to do. But then my friends and I always pick show times that have few people going to see them, never buy the food because of the stupid price and never see 3D.

I have never understood why 3D and expensive food put people off going. If the food is expensive, don't buy it. If you don't like 3D, don't see a movie in 3D.

But maybe it is the area I am in. Even in crowded showings I have never noticed people making too much noise, the seats are always clean, there is never a problem with the audio and there is a TESCO across the road and the staff don't give a damn if you bring in your own stuff.

People stuck in a movie theater without snackaroos?!I think not you crazy man. Give me the 8 dollar of bucket popcorn or I don't go to a movie. Sadly I don't see this trend changing at least not as dramatically as they are hoping. Pornography theaters ended by the same cause. Watching things is simply more convenient at home and no amount of plush seating will change that. I mean I've been to theaters with massive chairs and they are comfortable and it improves the movie experience but at the end of the day Netflix monthly price is a little more expensive than the price of a single movie ticket. So it won't be popcorn or cellphones that kill the theater its Hollywood. They demand that the tickets be a certain price and that price simply can't compete. Hollywood then turns to netflix and HBO and Amazon and sell them their movies and thus invest in whats killing the Theater. The only thing theaters have going is that they get the movies first but even that window from theater to home release is closing. OH and of course people are being taught by HBO that Movies aren't any longer the absolute apex of film making, with shows as well written, directed and acted on TV as their movie counter parts. And everyweek people come to accept this. Finally you have the fact that younger people have it ingrained into them from YouTube, illegal streaming services and Pirating that paying for entertainment isn't necessary if you are persistent enough, so they scoff at the idea of having to pay 8 dollars for a single movie and it becomes an increased luxury. Hollywood could change the course but I have no doubt that theaters have been trying to get them for decades to do it and they won't or probably can't with how calcified and complex hollywood film making is now.