Film industry responsive to customers
Going out to the movies has been part of our culture for over 100 years, and it appears to be somewhat resilient to the changes and advances in technology, along with peoples viewing habits. It has survived the advent of television, VHS, laser disc, DVD, Blu-Ray, streaming, on demand and even piracy. There have been highs and lows, but overall, box office receipts (although attendance declines slightly annually) continue to climb — and with the expansion into more than just North America, the global effect is quite amazing.
I find it humorous to compare this industry to the airline industry on many levels. The airline industry is going out of their way to annoy their customers — smaller seats, shrinking leg room, increased pricing, charging for previous free perks (checked and carryon luggage, food and beverage, etc.). I don’t understand the logic in shrinking the seating area while the population has gotten larger! Of course, I know it is to monetize and take advantage of a captive market. The movie industry is going in somewhat of an opposite trajectory.
Most likely to attract and retain an audience faced with a plethora of competitive alternatives, the movie industry is offering increased comfort in the theatre — wider, more comfortable seating, more leg room, some chains have even offered full reclining seats! New technology has advanced the experience to more than just what is on the screen. Digital projection, digital sound, RealD 3D, 4D, DBox, Imax, laser projection all have been developed and offered to keep us coming to the theatre to experience a largerthan-life film outside of the comforts of our home. Some chains are even offering food and beverage service direct to your seat!
I guess the difference is competition. The airline industry has little competition, whereas the movie/entertainment industry has an enormous amount of competition — both in and out of the home. People generally need to travel, whereas entertainment time and money is somewhat discretionary. Ultimately, though, it is the quality of the product on the screen that beguiles you from the comforts of your home to the expanses and creativity of the movie theatre. If Hollywood will make a product that is entertaining, history has proven that people will embrace and enjoy that product outside of the home, in an auditorium filled with complete strangers. It is a communal experience that is truly unique. See you at the movie theatre! Please feel free to contact me with your comments or feedback — even an idea for an article — len@moviemill.com. Hope to see you at the movies!