The Curious Case of the Movie Theater

While going to the movie theater, I noticed something: a lot of people with families are still going out to see a movie rather than staying in.  This kind of shocked me because I keep hearing about how Red Box and Netflix coupled with better home theaters have allowed more people to enjoy a movie at home.  I also keep hearing about how piracy allows some people to watch movies for free which is killing the industry all together because at least with movie rentals, the movie studios make some money.  Still people go to the movie theater.  I myself have found a theater close by to me which has great seating, sound and picture for approximately 40% less than all the other theaters in my area.  It was not until this experience that I found how shocking it was that people are willing to pay so much for a night out to the movies.

When you go to the movie theater you expect to pay for your ticket.  Eventually you expected to pay for your snacks because the theaters did not want you to bring in your own snacks.  I was okay with this but then eventually they started to play advertisements before each movie.  Yeah I know there were always the advertisements for the theater itself to encouraging you to visit the concession stand but soon they were for things like: “Buy from Jimbo’s Realty, on the corner of Fourth and Main.”  I know to most people this seems like a trivial thing but I found it interesting.  Why place an advertisement before a movie, doesn’t my admission I paid for in my ticket protect me from advertisements?  But to be honest I guess I never really cared until that one day I decided to go to one of those main stream theater chains.

So I went to AMC which I knew would be more money than I usually paid for a ticket but I really did not care.  I wanted to see why all these people keep came back to this theater especially when there are so many options nowadays for entertainment.  After I walked in, I had some time to kill so I played one of those racing games.  I was not to upset at the price because I am sure Dave & Buster’s version of the same game would have cost a hell of a lot more.  I was surprised by how many games they had to offer.  I then went to buy my popcorn and drink.  I noticed that AMC only allows people to get a refill on large orders.  I then went to the theater and was looking forward to seeing the movie previews.  I expected to see a commercial for some local business and for AMC’s concession stand before the previews but I was shocked when I saw that they played 3 commercials just for national brands.  When the movie started, the studio placed a few obvious product placements during the movie.

I have no problem with companies making money and obviously I think that both theaters and studios should be no exception to the rule.  I also have no problem with companies looking for new revenue streams in creative and unexpected cases.  I encourage both of these things.  What I do have a problem is with both industries complaining because some people have chosen to either watch a pirated version of the movie or watch a DVD at home.  Yeah I think people should not illegally watch movies but if you think about it most studios will still make money either through product placements during the movie or through selling movie related merchandise.  I think watching a DVD at home is a great alternative to going out to watch a movie mostly because it is cheaper.  Movie studios would still make money off the above two sources as in the pirated version and also through the DVD sale either directly to you or the rental business you rented from.  Now obviously theaters would not make any money in the above two scenarios but there will always be people who will want to go out for a movie.  These people just want to have a night out and a movie theater is a nice choice.  But more and more people will choose to either go to another form of entertainment or just find a way to enjoy a movie at home.  The easiest way to prevent this is to lower ticket prices but keep charging for the other stuff like snacks, video games, and playing advertisements before the movie.  By lowering ticket prices more people will be okay with going out to the theater and theaters can charge more for advertisements because more people will be viewing the advertisement.  Also by charging a little more for 3D may also encourage people to see those movie but theaters should not charge too much more because soon more people will be able to see 3D at home.

So what are we mere mortals supposed to do in the face of these mega corporations?  I say we choose to go to a movie theater that is cheaper.  Just look around your local neighborhood and sometimes you can find a place with drastically cheaper ticket price.  Another option is obviously to stay home and watch a movie but I think a lot of people choose to go to the movie theater so they can have a night out.  If this is the case then consider doing something else for entertainment instead of going to the movies.  Try bowling, miniature golf, or an arcade.  Also seeing a live show is a nice alternative however you may have to wait and save for something like that.  Whatever you do just think about what you are spending and what alternatives you have for your entertainment pleasures.  Worst case scenario you could always rent a movie and then take the DVD to your local electronics store.  Have a nice picnic in their television section and watch your movie.  If somebody comes by and tells you to move on, you just bribe them with some cookies that you have in your picnic basket, works every time!