$35 movie tickets?

There’s an interesting article in today’s Variety which I thought you might find interesting.

Village Roadshow Gold Class Cinema’s, a new chain set to open it’s first set of complexes in Chicago & Seattle later this year are to charge movie-goers a whopping $35 a movie ticket for the privilege of seeing a movie you can see for AT LEAST half that price in your local theatre.

Why is it $35? Well because you get these perks…

• Armchair and Recliner seats with footrests in a small and compact 40 seat cinema which will be almost for the “high brow attendee” (i.e. no kid is paying that much to see a film) that will cut out many of the annoyances of cinema-going
• Valet parking.
• Made to order meals such as Sushi from in house chefs, served by waiters who can be beckoned with a small button next to your seat.
• Digital projection and the capability to screen both 2D and 3D movies.

The food does not come with the price and will most certainly be expensive. I don’t know about you but I did not pay $35 to sit and watch a movie and eat a Pizza at the same time, the film is enough to hold my attention but hey, whom am I to judge?

There’s a clear distinction I want to make here when discussing unruly audiences in the cinema.

THE BAD: Constant talking, cell phone ringing, babies crying (especially at adult themed movies), kids throwing popcorn, kids acting like jerks.

GOOD: Vocal audiences that go along with the movie. The one’s that laugh, scream, go “ooooh” and those who watch the film with a smile on their faces and aren’t shifting and moving about every 5 minutes, wishing they hadn’t bothered turning up.

Personally, I don’t want to sit in a theatre with complete silence. For example…

A few weeks back I went to see the disastrous bore-fest that was The Other Boleyn Girl. Now this graveyard silence was of course due to the absolutely empty direction of the film but I can see the same kind of reaction occurring in small tight-nit 40 screen cinema.

Now imagine going to see The Dark Knight with a high-brow audience who didn’t move for the whole entire movie.

One thing I love about going to the movies is seeing reactions on other people’s faces and just the general atmosphere that comes with watching a film. I love the community feel, I love that all these strangers have paid money to come together to experience a once in a lifetime event. For 99% of people, they will only see a movie in the theatre once and that coming together at that special moment in time shall never be replicated.

The time I saw and queued for Star Wars Episode III: Revenge of the Sith full of kids in costumes who absolutely loved the movie. The time I saw Batman Begins in my local theatre in Durham which has a tiny, student feel but who laughed their ass off and got on with the movie. The time I saw Grindhouse in a half empty but extremely vocal crowd in Florida.

Personally, there is no way in hell I would ever pay $35 (£18-ish?) to see a movie in a theatre, no matter how comfortable it is. Recliner seats, service on call? I’m not going on an aeroplane, I just wanna see the damn movie.

I think this kind of “high culture, high brow” chain of cinema’s is actually a little insulting and takes away any of the event like status that comes with seeing some of the big movies. You can’t honestly tell me you Transformers fans would have rather seen that movie with 39 other people and not in a couple of hundred movie theatre with your fellow screaming fans?

It’s fun going to your local theatre. I love the feeling that everyone is so different, all with their own jobs and backgrounds but they have come together to see this one story about John McClane and his plight against terrorists. It’s a totally different experience to the one you get from watching a movie on DVD on your couch or reading a book even.

50 of these movie theatres are planned over the next five years in the States.

I very much doubt this will get people back into the theatre. In fact I’m pretty sure it won’t. Getting people back to see films on the big screen on a regular basis involves reducing ticket prices, being a little strict on who they allow in to see the flicks, improving on the uncomfortable chairs (they don’t need to be recliner though, jeez) and culling adverts completely.

This over priced $35 tickets might be fine for those wanting to be pampered and distracted from watching what you actually paid to see but I’m all about the film. And it won’t be any better with a first class flight-like service. I won’t be using this… would rather see three extra films (not including the food costs too).

In a slightly related article, read Ray’s great article BEST MOVIE THEATRE EVER?

7 Comments »

I think this could work if setup correctly. but I doubt it would be. If they served drinks and apps before the film such as an hour before it started. somehow got you drinks during the film without messing with your viewing of the film. then served food after the film so that you could talk about what you just saw it could be an interesting experience. They would need to have a strict no asshole policy and kick anyone out that got drunk and belligerent. they would need to keep prices of food and drinks at a reasonalby priced like at a lightly upscale restuarant and not concert/sporting event prices.

Comment by Cyric | March 26, 2008

I’m not sure what I would pay for a movie theater that didn’t allow anyone under 18. I don’t want an armchair, but no children present (and that includes the lobby) would be priceless.

Comment by Stephen | March 26, 2008

I think this is stupid.

I mean, what’s the point? People go to watch a movie, not eat sushi. And you’d probably loose focus on the film and just care about being pampered and spending all that money.

Comment by Lencho | March 26, 2008

Yeah…. people sure do like to miss the point, huh?

Movie theatres are so stupid. The reason that they’re doing so poorly is simple: too much crap on the screens and less crap in the lobby!

I remember when my local theatres used to have a happenin’ arcade, tons of standees/displays, and extra concession stands in the offshoot wings. Now they have beat down claw machines, dust collecting where there used to be killer displays, and a ghost-town of empty concession stands. Couple that with the fact that every week there’s at least one screen in the theatre that’s showing a complete crap film and I can understand why people would rather watch the films they want to watch on their own HDTV’s on their own terms.

Comment by Phil | March 27, 2008

You guys are going to be very surprised when this launches! I have been to the ones in Australia and they charge $42 for peak sessions (Sat nights). These cinemas are the best cinema experience I have ever had and I am not alone! These cinemas sell out months in advance for big blockbusters and the operation has been running successfully for over 12 years in Australia, not to mention globally. It’s a night out - many people will have no issues spending $70-$100 a head on dinner night out. For the same price you get great food, wine and a movie in a luxury environment! For sure, it’s not for everyone and there are people who won’t want to pay, but compare it to flying - there are people who will only fly class! Once you’ve flown first, it’s difficult to go back to coach!

Comment by Elizabeth | March 28, 2008

This already happens in the UK at a lot of cinemas. I know Odeon have special adults only seating area’s which have a full-bar service and far better seats. I believe they charge around £15 to £20 per movie. Really though - is it THAT expensive? You’d pay upwards of £30 to see a decent show in the West End, so is it so bad to pay that bit extra for a nice seat and better service/screen quality.

It’s available at Manchester Printworks, anyway - not sure about others.

Comment by Peter Willis | March 28, 2008

You can’t compare a live theatre performance to a movie. It’s completely different. You are likely to see dozens and dozens of movies a year but most people won’t get to a stage where they have to count the number of shows they have seen on two hands.

The theatre has the ultimate event experience and people will travel hundreds of miles to see actors on stage live. I don’t think it’s comparable.

I think £6 is shocking for a movie. I remember when it was £3 odd at Durham on a weekend. I probably saw more movies in 1999 than I do now AND probably spent more money that year than any other since. And that’s simply because it was just so cheap to go all the time, even if the movie sucked you didn’t mind paying that. Now you think twice… DO I REALLY NEED TO SEE THIS NOW? And at this time of the year then answer is more often that not a resounding NO!

I would rather see more movies than pay more money to see one movie.

£15-£20 not expensive? REALLY!!!

Like I have said AND will say time and time again. Nice seats/better screens a good movie does not make. The Dark Knight will still be The Dark Knight.

The Wolf Man is still The Wolf Man whether it’s on a crappy t.v. screen with a dodgy picture (where my fondest memories of watching some cool movies are) or on a 52″ plasma or whatever.

Full-bar service… more distractions. I feel sorry for the guys who need that kind of environment to enjoy a film.

Comment by Matt Holmes | March 29, 2008

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