The Movie Theater Experience
Last night I went to my local Regal Theater to watch Sherlock Holmes and although the movie itself was fantastic, my experience leading up to the film, and then after was less than stellar.
I tweeted (can I use that as a verb?) that theaters need some design thinking and @wanderingalan asked what I meant via twitter. His question inspired this post.
What I mean Mr. Alan and anyone else still reading, is that the experience of attending a movie at the theater needs to be reimagined. The experience isn’t just about the film, but the entire fantastical experience of going to the movies. Currently parts of it feel a lot like waiting in line at the post office, or at an unkept fast-food restaurant. Why has so little effort been made to innovate and improve the audience experience? Why are user’s expectations so low as to settle for the least sticky seat that can be found?
Think about the last movie you attended. If you’re like me, a lot of effort has to be made to insure a good experience. First, to get tickets, we either get them online, or use the kiosk to avoid being herded through the stauntions for 20 minutes. Once inside, we often deploy the divide and conquer strategy. One gets in the line for snacks, while the other joins the line for a decent seat. I prefer snack duty. Who wants to defend the empty seats in the theater from the desperate incoming patrons who also have seat duty.
It would be fun to put together a small design team and tackle of few of the movie-going touch-points. Here are a few examples from my 5 minute brainstorm of one:
Acquiring & Using Tickets
I’m not convinced that tickets are the perfect method to screen paying patrons, but if we continue to use them, then why not give them some utility beyond being torn and shortly after, discarded? They could be well designed keepsakes from an amazing experience, like a concert ticket. They could lead to unlocked media or content on your mobile device or online, extending the entertainment and adding value to the $10 price of admission. Tickets could even be social passports, connecting you with others who have attended the theater, or seen the film.
What if your ticket was a card that you simply reload with credits to see films? What if you could buy a specific seat among a few reserved rows?
Interior Design
Patrons have come to expect a state-of-the-art projection and sound system, stadium seating and overpriced junk food. Though some theaters fail at these basic amenities, I mean to go beyond that to recapture the glamour, or elegance of moviegoing. I’m not talking about adding grand staircases or crystal chandeliers, although I think some luxuries are missing, I’m not sure opulence is what is needed most. I’d be happy with a few thoughtful interior design changes aimed at making guests feel more like guests, not cattle.
Today most theaters are designed to look best with the lights off. What if it didn’t feel like a warehouse? What if the carpet didn’t look like a pattern from an 8 year-old birthday party napkin?
Concessions
Who decided that the fast food model was best here? There have to be better ways to acquire our popcorn. What if it was brought to us, or even came with admission? What about being more ecologically responsible in regards to concession cups and popcorn buckets? Should they be made with recycled materials? Should patrons reuse them? What if there were a few healthier or more grown-up options too? I wouldn’t mind some granola and a latte for my next show.
Show
I work for Disney, a company that knows a thing or two about showmanship. Let’s add a bit of panache back to attending a film. Starting with the people who work there. Attendee uniforms shouldn’t look like they’re picking up a shift at Taco Bell right after. They don’t have to be in tails, but come on…
The slides before the film really know how to spoil the mood. Why not play music from the movie’s soundtrack? Live orchestra? Or maybe, have the director & cast introduce the movie? I promise, no one will miss the local business ads or bad movie trivia.
Lighting is a big deal. It sets the tone and mood. We should pay more attention at how the theater is lit before a show. Maybe the lighting could even change to suit the films mood?
Social?
Everyone runs off before the credits have reached the supporting cast. Why not provide a space to bring these people together to discuss the film if they choose, or to provide their review online? Think mini cyber cafe, encouraging patrons to share their experiences in social media spaces like I did.
Alright, enough rambling. I love storytelling, and therefore movies. I’d like to see that experience improve. With a little effort theaters could recapture movie-goer imaginations and separate that experience from ever advancing home theater technologies.
