Texting, Weed and Sing-Alongs: Four Radical Ideas. . .

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This headline from Variety caught my attention:  Movie Theaters: Will Texting and Smoking Weed Be Allowed Soon?

Desperation can breed radical ideas, but I don't see how this would be much of a gain for theaters.  I'm already annoyed by the noxious smell of pepperoni pizza wafting through one of our theaters that serves food, and the constant texting is another all-too-common distraction.  Courting new viewers with these offerings would permanently keep me away.

But I'm old.  

The question is whether any of these ideas would energize a new audience that seems to be perfectly happy watching movies on their phones.  Will serious movie-goers embrace these changes?  Or is that segment of the audience so small that they don't matter anymore?

[Barry]

a lot of these are just suggestions from a writer with no real support. I should mention that my local AMC theater does have a large bar and a large area of people to drink before the movie. They also have the equivalent of a takeout restaurant where you can order dinner and have it delivered to your seat.

The history channel, just a couple of weeks ago, we ran a documentary about how popcorn and candy were introduced to movie theaters and opera houses. It’s hard to believe, but when movies were new refreshments at theaters were taboo,.  But I also remember when I was young that you were allowed to smoke at movie theaters. Eventually, they became sections where you allowed to smoke and then eliminated. I mentioned that because if they bring in smoking marijuana, I’m not going back to the theater. And those kids who are texting anyway in the middle of the movies are annoying as hell.

I guess I’m disappointed that’s the one idea they didn’t come up with to draw more people to the theaters is to make better movies. And didn’t the movie companies ever figure out that not just cable but now streaming is cutting into movie attendance.

[SRW1000]

I guess I’m disappointed that’s the one idea they didn’t come up with to draw more people to the theaters is to make better movies. And didn’t the movie companies ever figure out that not just cable but now streaming is cutting into movie attendance.

They're a step ahead of you, Barry.  Making better movies is hard.  But, if they allow pot in theaters, the quality of the content becomes less important.

[David Vaughn]

This headline from Variety caught my attention:  Movie Theaters: Will Texting and Smoking Weed Be Allowed Soon?

Desperation can breed radical ideas, but I don't see how this would be much of a gain for theaters.  I'm already annoyed by the noxious smell of pepperoni pizza wafting through one of our theaters that serves food, and the constant texting is another all-too-common distraction.  Courting new viewers with these offerings would permanently keep me away.

But I'm old. 

The question is whether any of these ideas would energize a new audience that seems to be perfectly happy watching movies on their phones.  Will serious movie-goers embrace these changes?  Or is that segment of the audience so small that they don't matter anymore?

I don't even like walking down the street and smelling weed, let alone smelling it in a confined space. I would absolutely never go to the theater under these conditions. They'd lose my business forever. 

[bmoney]

No way that will ever pass. 

[SRW1000]

No way that will ever pass.

Not today, no. 

But there are plenty of examples like this that once seemed ludicrous to almost everyone but are commonplace today. 

Ideas like this, in a trade publication even, are the first steps to shifting that window.  And that window can shift as quickly as a decade.

[SRW1000]

The recent news reports of showings for the new Minecraft movie reminded me of this article.

While what's happening today isn't a result of organized sing-alongs or crowd participation, it does show how an audience can still be attracted to movie theaters for the sake of a shared experience.  Now, throwing around popcorn and bringing a living chicken to the theater isn't my thing, but the article was aimed at bringing in younger audiences.

For whatever reason, the Minecraft movie has done just that, even if it wasn't planned or organized.  Could it even have been designed to do so?  It seems unlikely, and almost spontaneously organic.  Most of the industry had low hopes for it making any money.

It's fair to speculate that this unexpected success will have studios clamoring to find similar properties and treatments in an effort to repeat Minecraft's box office phenomenon.  I wouldn't expect the strategy to work, but we may get some very different titles in the upcoming years.

[David Vaughn]

The recent news reports of showings for the new Minecraft movie reminded me of this article.

While what's happening today isn't a result of organized sing-alongs or crowd participation, it does show how an audience can still be attracted to movie theaters for the sake of a shared experience.  Now, throwing around popcorn and bringing a living chicken to the theater isn't my thing, but the article was aimed at bringing in younger audiences.

For whatever reason, the Minecraft movie has done just that, even if it wasn't planned or organized.  Could it even have been designed to do so?  It seems unlikely, and almost spontaneously organic.  Most of the industry had low hopes for it making any money.

It's fair to speculate that this unexpected success will have studios clamoring to find similar properties and treatments in an effort to repeat Minecraft's box office phenomenon.  I wouldn't expect the strategy to work, but we may get some very different titles in the upcoming years.

Reminds me of screenings of The Rocky Horror Picture Show when I was a teenager (I never went to one myself). 

[SRW1000]

Reminds me of screenings of The Rocky Horror Picture Show when I was a teenager (I never went to one myself).

Yes, I had the exact same thought.  It's still a long-running tradition in Milwaukee where it's been playing since the 70s, but I've never attended one.

The difference between it and Minecraft is that the participation part of Rocky Horror didn't start when it was released, and it was considered a bomb when it premiered, and the midnight showings didn't begin until the following year.  It's worth noting that both could be considered organic phenomenon, not based on anything the studios had conceived of.

Perhaps it's social media that has accelerated Minecraft's success in this regard.  The test will be if audiences are still going to the theater to watch it 50 years from now.  I'm guessing this one is more of a moment-in-time attraction as opposed to Rocky Horror.