How to Save America's Dying Movie Theaters
How to Save America's Dying Movie Theaters
by S. Allen
by S. Allen
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It is far from an original observation to state that the business of running a movie theater is on life support. The list of unlikely causes analysts point to is infinite. The streaming model has neutered consumers’ desires to leave their homes to enjoy a shared artistic experience in a format the requires undivided attention, that is true; it was revealed earlier this year that Netflix — the original sinner — is adjusting its approach the writing to cater to viewers who are on “second screens”, meaning scrolling on their phones with the television on. As telling of the current state of culture as that is, it is difficult to dismiss the fact that audiences flock to the silver screen in droves for event movies. The start-studded, IP-driven, vacuous screenshot-fodder. The latest offender is A Minecraft Movie, currently standing over $700 million in box office revenue. Hollywood has had a proven formula for getting butts in seats for decades; that is not the root of the cause. The silent killer of the cinema industry is that said butts cannot stay in their seats for the duration of a film uninterrupted.
It is far from an original observation to state that the business of running a movie theater is on life support. The list of unlikely causes analysts point to is infinite. The streaming model has neutered consumers’ desires to leave their homes to enjoy a shared artistic experience in a format the requires undivided attention, that is true; it was revealed earlier this year that Netflix — the original sinner — is adjusting its approach the writing to cater to viewers who are on “second screens”, meaning scrolling on their phones with the television on. As telling of the current state of culture as that is, it is difficult to dismiss the fact that audiences flock to the silver screen in droves for event movies. The start-studded, IP-driven, vacuous screenshot-fodder. The latest offender is A Minecraft Movie, currently standing over $700 million in box office revenue. Hollywood has had a proven formula for getting butts in seats for decades; that is not the root of the cause. The silent killer of the cinema industry is that said butts cannot stay in their seats for the duration of a film uninterrupted.
Trailers included, the minimum runtime for a feature film is close to 2 hours. With the addition of the time that it takes to get to and from a movie theater yields a 2.5-3 hour excursion. It is nearly impossible to avoid a bathroom break, especially in an establishment with Coca-Cola Freestyle machines.
Trailers included, the minimum runtime for a feature film is close to 2 hours. With the addition of the time that it takes to get to and from a movie theater yields a 2.5-3 hour excursion. It is nearly impossible to avoid a bathroom break, especially in an establishment with Coca-Cola Freestyle machines.
What may be superficially perceived as a minor inconvenience may in reality be far worse, as pivotal moments of the film may be missed and audiences members are often disturbed by others navigating their way from seat to exit. The solution is so simple yet theaters have failed to implement it. Rather than force a customer to waste time that they paid for in a lavatory, convert the seat they are already in into a toilet seat.
What may be superficially perceived as a minor inconvenience may in reality be far worse, as pivotal moments of the film may be missed and audiences members are often disturbed by others navigating their way from seat to exit. The solution is so simple yet theaters have failed to implement it. Rather than force a customer to waste time that they paid for in a lavatory, convert the seat they are already in into a toilet seat.
In Ancient Rome, going to the restroom was a social activity, a time to sit and discuss current events and share stories. There was no shame in the act. Though a modern man may view this as primitive, our ancestors recognized that this was a natural act that all humans - all living beings - engaged it. This forward-thinking behavior has faded with each passing epoch, and the problem faced by movie theaters presents an opportunity to resurrect the sorely missed practice.
In Ancient Rome, going to the restroom was a social activity, a time to sit and discuss current events and share stories. There was no shame in the act. Though a modern man may view this as primitive, our ancestors recognized that this was a natural act that all humans - all living beings - engaged it. This forward-thinking behavior has faded with each passing epoch, and the problem faced by movie theaters presents an opportunity to resurrect the sorely missed practice.
The renovations would be fairly simple and inexpensive to implement. It merely requires an 8-12 to be drilled into an existing seat, adding a pressurized water dispenser to clean both the seat and its user (eliminating the need for toilet paper), and placing a simple receptacle underneath connected to a large flexible pipe attached to a sewage line. Seats can be installed in as low as two working days with a well-staffed team. The estimated cost of renovating a single seat in the average U.S. theater is $158. With the average cinema having 150 seats and 4.9 screens, the mean cost for business owners would be about $118k. To install these new seats in every seat in the country, it would cost $232 million. That is one hundred million dollars less than what Netflix spent making The Electric State.
The renovations would be fairly simple and inexpensive to implement. It merely requires an 8-12 to be drilled into an existing seat, adding a pressurized water dispenser to clean both the seat and its user (eliminating the need for toilet paper), and placing a simple receptacle underneath connected to a large flexible pipe attached to a sewage line. Seats can be installed in as low as two working days with a well-staffed team. The estimated cost of renovating a single seat in the average U.S. theater is $158. With the average cinema having 150 seats and 4.9 screens, the mean cost for business owners would be about $118k. To install these new seats in every seat in the country, it would cost $232 million. That is one hundred million dollars less than what Netflix spent making The Electric State.
This solution presents plethoric new opportunities for theater chains. To begin with, moviegoers will now no longer relent from buying smaller portioned food and beverages and they can relieve themselves unencumbered. With the additional space provided by the now-useless restrooms enhancements are possible, such as the addition of an industrial kitchen, providing customers with more premium dining options. Additionally, with the consolidation of the toilet and the theater seat, custodial duties can be consolidated, too - cutting costs and enabling such improvements.
This solution presents plethoric new opportunities for theater chains. To begin with, moviegoers will now no longer relent from buying smaller portioned food and beverages and they can relieve themselves unencumbered. With the additional space provided by the now-useless restrooms enhancements are possible, such as the addition of an industrial kitchen, providing customers with more premium dining options. Additionally, with the consolidation of the toilet and the theater seat, custodial duties can be consolidated, too - cutting costs and enabling such improvements.
The future of the industry is uncertain, but if shareholders and franchise owners want to see change, they need to look for solutions that reduce friction for customers. If they want to dig themselves out of their holes, they need to add hole for our holes.
The future of the industry is uncertain, but if shareholders and franchise owners want to see change, they need to look for solutions that reduce friction for customers. If they want to dig themselves out of their holes, they need to add hole for our holes.
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