Variety had an article today about a theater chain building luxury theaters, with seats costing upwards $35. Of course the question is who would be stupid enough to pay $35 for a seat in a movie theater? Apparently the chain thinks a lot of people are willing to pay this, as they are building 50 of these uber-theaters over the next few years.
I have absolutely no problem with this concept; I do have a problem with the PRICE. If you and a date go to the movies it will cost you $70 just to get in the door, and that’s before valet parking and food and drink and other amenities. A night out at the movies could conceivably cost $150. My problem is what added benefit is gained by spending such a gigantic amount of money on the tickets for the movie? You get a comfy seat that is quasi-private, and you are with less retards that would normally be in the theater and -hopefully- for $35 dollars texting and cellphones as well as talking is banned.
The big problem, the huge problem, is that there are almost no movies released today worth the admission price of $8, let alone over four times that price.
Let’s see, out of movies coming out in the future I would pay $35 to see: James Cameron’s Avatar. The Hobbit movies. Ummm, hmmm, and that’s about it. Why those two movies as an example? Well, Cameron is a freakin’ genius and Avatar will push the bounds of every technology available, and the new Hobbit movies will be good because they are classic stories and Peter Jackson did pull off a feat previously with the LOTR movies. Just about every other movie coming out this year and next year I would not be willing to pay the luxury of watching a movie sans the unwashed masses.
My biggest pet peeve about movie going is not cell phones, but MFing TEXTING. Today’s cell phone screens are huge and incredibly bright and this will only get worse in the future. I can subconsciously block out noises like the old betty commenting on every scene in the movie, or the idiot letting his cell phone ring 10 times before answering it. BUT, I cannot ignore a bright screen pointed directly at me. The thing is that the texters don’t just do this once, they do it throughout the entire f’ing film.
Anyhoo, Hollywood ain’t releasing movies that have legs anymore. In fact the movies being made are totally throwaway movies. Will anyone want to watch any of the movies that came out last year more than twice, or worse yet, more than once, or at all? Even out of the academy award winners last year I would only want to watch any of them two, maybe three times. Look what won best orginal screenplay, freakin’ JUNO! That’s not a knock on Diablo Cody, I liked the movie and liked the script, but Oscar Contender? Get. Freakin. Real.
Here is the article in 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 movie going experience will encourage ads 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.”
There is no magic in movies anymore.




