Texting, Weed and Sing-Alongs: Four Radical Ideas for Bringing New Audiences to Movie Theaters

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It’s time for moviegoing to get a makeover.

Cinema owners might soon transform the film viewing experience for customers, shifting from selling popcorn alongside pot (an illicit substance) to providing cellphone-compatible screenings. While some of these modifications, such as allowing phones in cinemas, were once deemed blasphemous, they could potentially revive the flagging box office.

With many Americans not frequenting movie theaters these days, it’s challenging to attract new audiences because there haven’t been significant advancements in cinema recently. Despite the increasing U.S. population over time, high-end features like Imax and dine-in theaters, while luxurious, can make the experience more costly – a potential drawback if economic instability persists due to factors such as tariffs. Here are four strategies theater owners could employ to boost attendance:

In this version, the explaining the challenge of attracting new audiences to movie theaters due to a lack of recent innovations and high-end amenities, as well as suggesting four strategies for theater owners to increase attendance.

Lighting Up Profits

Picture the improvement if “Barbie” or “Deadpool & Wolverine” movies could be enjoyed with some company, perhaps a friend? After all, sharing is doubling the fun!

On a chilly weeknight prior to a “Mickey 17” screening at AMC Times Square, meet Kev Jones, casually puffing on marijuana. He explains, “This helps me relax and gets my creative juices flowing for sci-fi movies.” It’s not just this movie, though; he admits to partaking before every film.

Jones, who is part of AMC’s Stubs A-List program, which offers moviegoers the chance to attend multiple screenings per week for a fixed price, is a regular cinema-goer and expresses his desire to visit more often if it were possible to legally consume cannabis and smoke in the theater. “Wouldn’t that be great?” he muses. “They have a bar here so patrons can unwind with a drink. I’d really appreciate having the option to unwind my own way.

Starting from 2021, marijuana was legally permitted for recreational use in New York and authorized dispensaries started selling it from 2022 onwards. As of now, cinemas are not allowed to sell weed, but according to Taylor Randi Lee, press secretary for the New York State Office of Cannabis Management, there might be a change in this rule in the future.

Currently, cannabis can only be purchased from legitimate adult-use dispensaries or microbusinesses that hold a valid license, as stated via email. To allow theaters to offer recreational marijuana, they would first need an event permit or consumption lounge license – however, New York State does not currently issue these permits but plans to do so in the future.

By selling marijuana, movie theaters might attract a fresh influx of income and patrons, thereby paving the way for other regions that are cannabis-permissive to follow in their footsteps.

Feel Free to Text

Jessica Garcia, a student at a Michigan college, is fond of movies but can’t recall her last visit to the cinema. Instead, she prefers to stream films and relax on the couch with her phone and treats, often multitasking by watching while scrolling through social media apps like Instagram or TikTok during slow moments until the action picks up again.

While film enthusiasts may disagree, movie theaters could potentially draw in more young audience members by being less strict about phone usage during screenings, as many of these individuals tend to keep their devices at hand throughout a typical two-hour film.

However, persuading people might prove challenging due to Alamo Drafthouse’s strong emphasis on a phone-free environment as a key aspect of its promotions. In contrast, AMC CEO Adam Aron abandoned a proposal to enforce cellphone restrictions back in 2016, following a significant backlash online. He tweeted, “NO TEXTING AT AMC,” stating that such a policy would not be implemented, and instead, he listened to the public’s concerns. Additionally, he published a full-page apology and retraction in response to the criticism, only two days after suggesting the idea.

To maintain a thriving cinema industry, it’s crucial to engage younger audiences. Perhaps we should explore compromises regarding phone usage, such as special screenings where texting is allowed. This way, those who prefer to use their phones alongside movies can have a more enjoyable experience, while dedicated movie enthusiasts can opt for quieter screenings. Additionally, there has been experimentation with in-theater partitions that enable texting without disturbing other patrons, like the one tested by Megaplex Theatres last year.

Cinemas have been battling to stop spectators from using their electronic gadgets. For how long will they be able to maintain this effort? (Informal)

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Movie theaters are working hard to keep patrons from checking their phones and other devices during screenings. How sustainable is this battle in the long run? (More formal)

More Than Movies

Looking to assist Elphaba in hitting the high note during “Defying Gravity”? Over the winter, theaters hosted popular sing-alongs for “Wicked” where you and a group of strangers could have joined in. Similarly, cinemas today are aiming to provide more than just blockbuster experiences for movie enthusiasts. They’re offering special screenings of older films that include extra, never-before-seen content. This is all part of an effort to diversify their offerings as studios produce fewer movies. Additionally, theaters are now broadcasting live sports events and concerts too.

Fathom Entertainment, a significant player in theater entertainment, specializes in hosting unique events and programming beyond regular movies. This company is co-owned by the three dominant American cinema chains: AMC Theatres, Cinemark Theatres, and Regal Cinemas. Initially designed to attract audiences during less crowded days of the week, Fathom Entertainment has grown to showcase a variety of content, such as opera performances, boxing matches, TV shows, and even religious series like “The Chosen.” Last year, their most successful release was the 15th-anniversary edition of “Coraline,” which screened amidst a season packed with diverse entertainment options. Ray Nutt, the company’s CEO, highlights this particular showcase as proof of the communal experience movie theaters can offer, as people could have easily watched it for free at home instead.

As we emerged from the pandemic, there was this longing within us all – a yearning to reconnect, to share spaces together once more. We craved that close proximity, standing side by side like old times.

According to Nutt, the aim is to broaden the company’s reach by providing an abundance of real-time content. These engaging encounters could entice former movie enthusiasts to rediscover the delight of going to the cinema once again.

Originally, Fathom was established as a weekday-only venture to boost sales when our commercial product wasn’t doing so well,” he explains. “But that was way back then, and we’ve certainly come a long way since then. This part of the business is indeed growing rapidly, there’s no denying it.

Increasing Accessibility

Ensuring movies are inclusive for individuals with disabilities or unique developmental needs isn’t merely a moral obligation; it also benefits businesses. As per the non-profit organization Autism Speaks, approximately 1 in 36 children and 1 in 45 adults in the U.S. have autism, yet cinemas haven’t catered enough to their specific needs. However, this trend is gradually shifting. Theaters such as Regal and AMC are initiating sensory-friendly screenings that reduce volume, increase lighting, and allow for quiet conversations during the movie, making these environments more comfortable for those on the autism spectrum.

Open captions provide accessibility for audiences who struggle with traditional theater experiences. These captions are crucial for individuals who are deaf or hard of hearing, although their availability can be sporadic. A recent law in New York City requires that open captions be displayed during at least 25% of all screenings, with the intention to schedule these showtimes throughout the week. Other cities are contemplating similar regulations, as it’s important to note that around 48 million Americans experience some degree of hearing loss – a significant number of potential cinema-goers.

Currently, making content accessible and providing alternative options is gaining more acceptance compared to permitting texting or food sales during movies. However, considering the hurdles the cinema industry encounters, it might not take too much time before such modifications start appearing at cinemas in your neighborhood.

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2025-03-27 22:48