The following article appeared in Daily Variety today. Now, I love going to the movies. More often that not, I will pay $10, $11, $12 for a ticket rather than wait for DVD because I like the experience of being in a theater. I love being enveloped by darkness, and I like splurging on teeth-rotting fountain soda (although I've switched to Diet Coke from regular). I like seeing something ahead of the crowd. Most of all, I simply cannot focus on films as well at home. In recent weeks, I've watched the Kate Beckinsale version of Emma, The Bridge on the River Kwai and My Darling Clementine on DVD. They're all classics. I couldn't tell you what any of them were about.
However, this plan from Village Roadshow is lunacy. Sheer lunacy. Among other things, I just sneak my sushi meals in, and I'd probably do the same with mini bottles of wine (if I drank wine). Ooh, should I have said that? Will I be carted off to jail now?
How do the rest of you feel? P.S. I'm surprised the initial rollout doesn't include New York or Los Angeles.
FROM VARIETY: A recession may be looming, but a group of investors thinks Americans are ready to pony up $35 for a movie ticket.
Village Roadshow Ltd., Act III, Lambert Entertainment and the Retirement Systems of Alabama pension fund have partnered to bring the luxury cinema circuit Village Roadshow Gold Class Cinemas to the U.S.
The partners will spend $200 million to build 50 theaters nationwide over the next five years, with the first two venues set to open in South Barrington, a suburb of Chicago, and the Seattle suburb of Redmond in October. Others are planned for Fairview, Texas, near Dallas-Fort Worth, and Scottsdale, Ariz.
Each complex will sport theaters featuring 40 reclining armchair seats with footrests, digital projection and the capability to screen 2-D and 3-D movies, as well as a lounge and bar serving cocktails and appetizers, a concierge service and valet parking.
But the circuit will especially push its culinary offerings -- made-to-order meals like sushi and other theater-friendly foods from on-site chefs (a service button at each seat calls a waiter).
Moviegoers will have to pay extra for any food they order, however.
The Burbank-based company's hoping to attract 10 million "upscale and affluent" consumers per year to its theaters that will be housed in high-end shopping centers and malls. Each complex will typically house eight screens.
"It's a new way to go to the movies," said Graham Burke, managing director and CEO of Village Roadshow Ltd. "It's like what Mercedes is to a Toyota or like flying first class in an airplane."
Village Roadshow founded the Gold Class Cinemas chain in Australia in 1997. It has since expanded to other countries, including Singapore and Greece.
Company execs said bringing the chain to the U.S. is a "natural extension" of the brand.
"The demand for luxury moviegoing in the U.S. is very strong, and by working with our partners, we are delivering on that demand in a way never before experienced by the American consumer," said Kirk Senior, CEO of Village Roadshow Gold Class Cinemas.
In addition to its initial complexes in Illinois, Washington, Texas and Arizona, company also plans to build in California, Florida, Nevada, Pennsylvania and New York.
Gold Class Cinemas won't be the first luxury theater circuit in the U.S. Regal Entertainment, Cinemark, National Amusements and Sundance Cinemas offer similar services, including high-end food and concierges, at much cheaper prices of around $12-$18 per ticket.
Idea is that plushing up the current moviegoing experience will encourage auds that typically stay home to watch movies via their pricey home theaters to venture out again. But it's also a way for exhibs to make more money: Concession sales are kept by theater chains, while a little more than half of each ticket sold is split with the studios. Selling sushi and a glass of wine will command higher prices than popcorn and soda.
There are an estimated 300 high-end multiplexes operating in the U.S.
If the recession is stressing out some businesses, exhibitors aren't sweating just yet.
Entertainment has long been shown to be recession-proof. And that's exactly the attitude Village Roadshow is taking.
"This is a top-end experience," Burke said. "People want to get away from their blues. I don't think the recession will affect it one iota."
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4 comments:
I can happily get a glass of wine at the Dedham Community, or a meal with a Mike's Hard Lemonade at the Cinema Pub! Both options are good enough for me, thank you very much!
If I want more than that, I'll be one of those people watching from the comfort of my own home.
Lisa -- I, too, think a $35 ticket is insane. In this economy or any other. I cringe at $10 tickets and tend to wait for DVD.
As for no initial roll out in LA or NY, maybe that's an effort to give "regular Americans" an experience akin to the ones they imagine NYers and Angelenos get. Or, because they want it to seem "mainstream." Or, because a lot industry people live in LA and NY and have personal home theaters or attend screenings for free.
Also, there are some high-end theaters in the LA area; Arclight (no, I never got there :() comes to mind. Also, the theaters at The Grove are fancier than any I'd ever seen (though, I guess they'd be considered the norm by the standards described in the Variety article).
Personally, my favorite two theaters are Grumann's Chinese Theater (at which we saw "Ocean's 11" I believe) because of its old-school classiness and this tiny little second-run theater/bar in Portland, Oregon (which I believe you may have been to as well). I got a $2 beer, cheap appetizer, and a $3 movie while sitting at a table watching a two-month old release on the big screen. Can't beat that.
I can understand $35 if it's something special - a film premiere with the director and/or stars in a attendence, a viewing party of a sporting event w/championship implications - but a regular feature or revival? No thanks! The opening and closing nights for the NY Film Festival are around this price, but it was worth it when George Clooney and Clint Eastwood showed up to introduce their films.
I have a feeling that the Met Opera may get greedy next season if they decide to go high-definition with Wagner's Ring Cycle. The house seats will be triple what they usually are. The screenings now run about $20 nw and I don't think my Metropolitan Opera Guild discount is going to apply because in this case; the Met knows they've got an instant sellout wherever and however they show it.
All of you make good points, and I'm glad to hear I'm not alone. I think this concept is going to flop. Michelle and Josee, who don't post here, also think this is absurd.
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