Janice
04-08-2005, 09:50 PM
Movie Theaters Try an Upgrade in Ambience
http://ak.imgfarm.com/images/ap/thumbnails//FILM_FIRST_CLASS_MOVIES.sff_OHJL201_20050408163211.jpg (http://apnews.excite.com/image/20050408/FILM_FIRST_CLASS_MOVIES.sff_OHJL201_20050408163211.html?date=20050408&docid=D89BFG3G0)
(AP) Moviegoers sit in the luxury seating balcony watching a
movie preview at the Arena Grand Theatre,...
Full Image (http://apnews.excite.com/image/20050408/FILM_FIRST_CLASS_MOVIES.sff_OHJL201_20050408163211.html?date=20050408&docid=D89BFG3G0)
MAUMEE, Ohio (AP) - Going to the movies no longer has to feel like you're riding in coach or sitting in the bleachers. But do moviegoers care?
At about a dozen National Amusements Inc. theaters around the country, some auditoriums have been fitted with extra-wide, VIP leather seats - no arm-rest sharing here - and private concession stands. Some other theater chains offer valet parking and fine dining - all at a higher price.
"If you're going to a football game, you can sit in a luxury box. If you're flying, you can sit in first class," National Amusements spokesman Brian Callahan said. "At the movies it had been always one level of service."
Because movie houses make little money from ticket sales, they must profit from popcorn, candy and soda sales.
Selling glasses of wine and higher-priced seats in an atmosphere that has a country club feel is another way to increase earnings and give people a reason to leave their homes for a night.
The number of movie tickets sold dropped from 1.63 billion in 2002 to 1.57 billion in 2003 to 1.53 billion last year as the availability of home entertainment options soared.
The theater extras add from $2 to double the price of a regular ticket. The average cost of a ticket was $6.21 in 2004.
It's all about giving the moviegoer more choices, said Jason Squire, editor of the book "The Movie Business" and an instructor at the University of Southern California's School of Cinema-Television.
"You don't have to choose the deluxe environment," he said, adding that the industry deserves credit for trying to enhance the experience of going to the movies.
The National Association of Theater Owners doesn't track how many cinemas offer VIP seating. But interviews with theater operators indicate the number is just a fraction of the 37,000 movie screens nationwide.
They realize that most customers, like Will Norris of Toledo, are satisfied enough to opt against the extras.
"Movie theater seats are so comfortable now anyway," Norris said after catching "Be Cool" at the Maumee 18 Cinema De Lux in suburban Toledo.
Four auditoriums at the National Amusements cinema were transformed from the standard stadium seating to wider aisles and seats. It costs $3 more to watch a movie in those theaters.
The added charge would be worth it, said Mike Day of Toledo, just so he could avoid crowds and some people's constant commentary during the film.
Matthew Harrigan, a movie industry analyst with suburban Denver-based Janco Partners Inc., said he's doubtful that VIP seating will take off even though it's worked in Britain.
"Americans are too unruly for that," said Harrigan, laughing.
Loews Cineplex Theaters, the nation's fifth-largest movie chain, has tried a couple of approaches to VIP seating.
Some of its theaters offer first-class seats that are sectioned off and reserved inside the traditional theater and allow those customers to order snacks from their seats.
The more exclusive Loews Club at a theater in West Homestead, Pa., offers free coat check, lounge chairs to watch the show and a restaurant.
Sitting in those stuffed leather chairs costs $5.50 more per ticket.
At the Muvico Palace 20 in Boca Raton, Fla., there's a separate entrance to the premier seating area. An escalator takes moviegoers to a bistro and bar where they can eat dinner, have a drink or walk down a hallway to one of six balcony seating areas.
There are love seats in the balconies, and the popcorn is free. Tickets cost $18 for evening shows, double the normal price.
"We patterned it after club level seating at sporting complexes," said Jim Lee, a spokesman for Fort Lauderdale, Fla.-based Muvico Theaters Inc.
It opened five years and is still packed on weekends, Lee said.
The Palace 20 is the only one of the company's 12 theaters with premier seating. Another under construction in New Jersey next to the Meadowlands Sports Complex will offer it.
Cleveland Cinemas President Jonathan Foreman decided against adding VIP seating at the chain's seven sites but did add coffee and fresh baked muffins along with beer and wine at some theaters. "Anytime you can do something to enhance the viewing experience, it's certainly worth trying," Foreman said. "It's the one way of making the moviegoing experience different."
http://ak.imgfarm.com/images/ap/thumbnails//FILM_FIRST_CLASS_MOVIES.sff_OHJL201_20050408163211.jpg (http://apnews.excite.com/image/20050408/FILM_FIRST_CLASS_MOVIES.sff_OHJL201_20050408163211.html?date=20050408&docid=D89BFG3G0)
(AP) Moviegoers sit in the luxury seating balcony watching a
movie preview at the Arena Grand Theatre,...
Full Image (http://apnews.excite.com/image/20050408/FILM_FIRST_CLASS_MOVIES.sff_OHJL201_20050408163211.html?date=20050408&docid=D89BFG3G0)
MAUMEE, Ohio (AP) - Going to the movies no longer has to feel like you're riding in coach or sitting in the bleachers. But do moviegoers care?
At about a dozen National Amusements Inc. theaters around the country, some auditoriums have been fitted with extra-wide, VIP leather seats - no arm-rest sharing here - and private concession stands. Some other theater chains offer valet parking and fine dining - all at a higher price.
"If you're going to a football game, you can sit in a luxury box. If you're flying, you can sit in first class," National Amusements spokesman Brian Callahan said. "At the movies it had been always one level of service."
Because movie houses make little money from ticket sales, they must profit from popcorn, candy and soda sales.
Selling glasses of wine and higher-priced seats in an atmosphere that has a country club feel is another way to increase earnings and give people a reason to leave their homes for a night.
The number of movie tickets sold dropped from 1.63 billion in 2002 to 1.57 billion in 2003 to 1.53 billion last year as the availability of home entertainment options soared.
The theater extras add from $2 to double the price of a regular ticket. The average cost of a ticket was $6.21 in 2004.
It's all about giving the moviegoer more choices, said Jason Squire, editor of the book "The Movie Business" and an instructor at the University of Southern California's School of Cinema-Television.
"You don't have to choose the deluxe environment," he said, adding that the industry deserves credit for trying to enhance the experience of going to the movies.
The National Association of Theater Owners doesn't track how many cinemas offer VIP seating. But interviews with theater operators indicate the number is just a fraction of the 37,000 movie screens nationwide.
They realize that most customers, like Will Norris of Toledo, are satisfied enough to opt against the extras.
"Movie theater seats are so comfortable now anyway," Norris said after catching "Be Cool" at the Maumee 18 Cinema De Lux in suburban Toledo.
Four auditoriums at the National Amusements cinema were transformed from the standard stadium seating to wider aisles and seats. It costs $3 more to watch a movie in those theaters.
The added charge would be worth it, said Mike Day of Toledo, just so he could avoid crowds and some people's constant commentary during the film.
Matthew Harrigan, a movie industry analyst with suburban Denver-based Janco Partners Inc., said he's doubtful that VIP seating will take off even though it's worked in Britain.
"Americans are too unruly for that," said Harrigan, laughing.
Loews Cineplex Theaters, the nation's fifth-largest movie chain, has tried a couple of approaches to VIP seating.
Some of its theaters offer first-class seats that are sectioned off and reserved inside the traditional theater and allow those customers to order snacks from their seats.
The more exclusive Loews Club at a theater in West Homestead, Pa., offers free coat check, lounge chairs to watch the show and a restaurant.
Sitting in those stuffed leather chairs costs $5.50 more per ticket.
At the Muvico Palace 20 in Boca Raton, Fla., there's a separate entrance to the premier seating area. An escalator takes moviegoers to a bistro and bar where they can eat dinner, have a drink or walk down a hallway to one of six balcony seating areas.
There are love seats in the balconies, and the popcorn is free. Tickets cost $18 for evening shows, double the normal price.
"We patterned it after club level seating at sporting complexes," said Jim Lee, a spokesman for Fort Lauderdale, Fla.-based Muvico Theaters Inc.
It opened five years and is still packed on weekends, Lee said.
The Palace 20 is the only one of the company's 12 theaters with premier seating. Another under construction in New Jersey next to the Meadowlands Sports Complex will offer it.
Cleveland Cinemas President Jonathan Foreman decided against adding VIP seating at the chain's seven sites but did add coffee and fresh baked muffins along with beer and wine at some theaters. "Anytime you can do something to enhance the viewing experience, it's certainly worth trying," Foreman said. "It's the one way of making the moviegoing experience different."