When this pandemic ends, and I do firmly believe it will, everyone will want to go running back to some of their favorite social activities, including going to the movies. I enjoy visiting the silver screen regularly, and I am eager to return as soon as it is safe to do so. However, many people are increasingly concerned about the well-being of Cinemas, since no one has been able to visit them for the past four months. Some people argue that because Movie Theaters are so expensive and streaming services are cheaper and better, maybe we don’t need Movie Theaters anymore. To those people, I say, nonsense! Despite the admittedly ridiculous admission prices for tickets, not to mention the less-than-ideal prices on concessions, Cinemas have been a staple of social interaction and cultural enrichment. We need them as much as we need Museums, book stores, coffee shops, and especially live Theater venues.
Even before the pandemic, concerns about the well-being of Cinemas have been circulating in many different ways. First, everyone thought the invention of Television was going to kill Movie Theaters (it didn’t). Then people believed that Video Games would put shut them down (they didn’t). The latest thing that was feared to kill the Cinemas was the rise of streaming services like Netflix and Hulu (again, never happened). Even so, while this is not the first time Movie Theaters have been in the crosshairs of disaster, the pandemic has put a noticeable dent in their potential return. Not to mention the rumor that some entertainment companies want to do away with Movie Theaters, to increase profits with their home-entertainment services.
*cough* Disney *cough*.
Because of the importance of Cinemas, I believe that, when the time comes, it will be vital for everyone to do their part, in whatever way they can, to help them stay alive. Not just average consumers, but the Prime-Time Studios as well.
Here are a few things that everyone can do to help keep Cinemas around:
#1 - Revive the “Theater Experience.”
Part of what makes going to the movies so much fun is the experience, not just going to a massive extravaganza of a blockbuster with friends, but also the theater environment itself. Consider the way it was in the early days—a grand golden room with a velvety red curtain covering the screen. A brief musical intro is indicating that the show is about to start, as the curtains draw, the lights dim, and a warm welcome greets the audience. Then, after a few trailers, it’s showtime.
Now, I’m not saying that Cinemas should revive this exact practice, but I feel that they might benefit from doing something that maintains the same spirit. A significant reason most people don’t go to Movie Theaters anymore is that it doesn’t feel special. They are not helped by how most modern Cinemas are kind of bland and lack character. A sizeable dark-colored room with a single screen at one end doesn’t scream “special occasion,” does it?
Movie Theaters need to find a way to recreate that experience again, not through offering Martinis, not with lame party gimmicks, and not with 3D. They need to recreate that feeling of being somewhere special. Someplace beyond.
#2 - Bigger Box-Office Percentage.
Despite what you may have heard before, Cinemas barely make any money from ticket sales. Incidentally, this is why their concessions are so uber-expensive because that is how they make their real profit. Box-Office sales go directly back to the Studios, which is how they measure a film’s success or lack thereof. Ironically, Prime-Time Studios seem to have little to no respect or appreciation for Movie Theaters. Considering how reliant upon them the studios are, you would think the exact opposite to be true.
Here is a little anecdote that best describes the relationship between Studios and Cinemas.
Back in 2015, acclaimed filmmaker Quentin Tarantino, the guy behind such classics as Pulp Fiction and Inglorious Bastards, put together plans for a December release of his western epic, The Hateful Eight. At the same time, Disney, having just bought Lucasfilm, set the first new Star Wars film, The Force Awakens, also for a December release. The main attraction to The Hateful Eight, other than Tarantino’s name, was that it was the first feature film in almost twenty years to present itself in Glorious 70mm Film, which is a precursor to IMAX. Quentin Tarantino put together an agreement with a Theater chain in Los Angeles known as The Cinerama Dome, which is one of the few screens left that can accommodate the larger format. According to Tarantino himself, his contract with the Theater chain stated that they would play his movie for the first two weeks of the Holiday weekend, then proceed to the new Star Wars film. However, Disney approached the Theater and expressed interest in playing Star Wars for the entire Holiday weekend, not just part of it. The Theater owners declined, pointing out the contract they had already completed. Despite that, Disney barged into the Theater and proclaimed that they would play Star Wars for the entire Holiday weekend, and if they refused, then Disney would not allow them to play Star Wars in any other Theater they happened to own.
This incident is only one of the many stories that show how little Prime-Time Studios care about Movie Theaters. Which, I remind you, is the primary source of their profits. I find it so baffling that Studios rely so heavily upon Box-Office returns, and yet, they treat Theaters with such abusive behavior.
It is time for Studios to get over themselves and change their attitude towards Theaters. Presently, Movie Theaters will usually receive, at best, 4% of Box-Office sales, which may sound reasonable, but it is barely enough to cover the costs of maintaining the Theater itself. If the Studios allowed Cinemas to have a more significant percentage of Box-Office returns, there’s a good chance that theaters would be less likely to go out of business. After all, Studios can afford to share a fraction of their profits, especially when it’s going towards the very thing that provides them in the first place.
#3 - Subscribe to a Cinemas rewards program.
One of the most clever attempts made by Cinemas to stay in business, at least in my opinion, is the creation of various subscription services for the respective Theater brand. I maintain a subscription to Cinemark, which offers some genuinely great benefits. Some services may vary, but please allow me to explain what you get with a Cinemark subscription. Full disclosure, I am not being paid by Cinemark to describe or promote this subscription service. I just happen to have one and enjoy using it. It may not be the one for you, so please take individual preferences into account.
Anyway, as a member of the Cinemark Movie Club, I get all kinds of useful rewards. For only ten dollars a month, I get one free movie ticket per month, and any additional tickets are only an extra ten dollars. Which is already significantly less from the standard price of a Cinema ticket. The best part is that unused monthly free tickets roll over to the next month and never expire. Meaning, if you happen to be away from the movies for an extended time, you will build up plenty of free movie tickets. Not to mention, having a membership entitles you to no online purchase fees.
But wait, there’s more! In addition to arguably a perfect deal on tickets, you also get twenty percent off of all concessions. Plus, as you use your Cinemark app, you accumulate points, which build up to even more rewards. Including extra free tickets and more significant discounts. The best part is, while you enjoy the benefits of your membership, the Cinema is getting some regular income outside of concessions sales. So by signing up for their club, you are contributing to helping them stay in business regularly—all for the price of a standard monthly streaming service subscription.
There you have it. A few ways in which Movie Theaters can hope to stay in business for everyone's enjoyment. If you have another idea to help keep Cinemas alive, please share them in the comments.
Ladies & gentlemen, I am TheNorm, thank you all for reading.
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