The Future is Here! (From The Argus)

Alterntive content rules.........

1:12pm Thursday 26th March 2009 in Blogs By James Tully - film blog

In my years at the cinema we have had some pretty weird things happen. We have hosted Gospel Conferences, Short films from local film-makers, Book signings, UFO lectures, Live Comedy, Football matches, Broadway Musicals and even private screenings for Hollywood stars and their family. By far the strangest thing we have had was a meditation event - complete with dreamy music, relaxation instructions and soothing visuals. Surprisingly it didn't take off.

Alternative content is now big business for cinemas. Over the coming months we will be showing Ballet, Live Opera and an Iron Maiden Tour Documentary entitled 'Flight 666'. Some of these events are popular, others not so much. The grand Prix played to pretty much empty houses last year whereas we have already sold 200 tickets for the Iron Maiden film.

I guess the reason for this could be to do with context. people are used to watching sporting events at the pub or at home, so viewing in a cinema seems a little bizzare. On the other hand Opera/Ballet is in a theatre environment anyway so the transferance is more natural. Opera tickets can cost upwards of £150 so paying £15 to see it at the cinema is a much cheaper way of enjoying the material.

Cinemas 'Newest' innovation is 3D. We keep hearing courtesy of Mr Katzenberg that 3D will save cinema. Unfortunately an issue of audience awareness and cinema capacity is holding the format back currently. Most cinemas will only have one 3D screen (they cost approx £300k to install) so can only show one 3D release at a time. This has already led to a delayed UK release of the film 'Coraline'. Also in terms of space a big release, like Indiana Jones for example, will play on 4 of our 8 screens and still sell out. A new 3D release will only have the one screen to play in so will lead to big queues and constant sell-outs.

So, the future is here but its not perfect. The industry doesn't really know what type of content people want to see in cinemas and untill they do it will still be trial and error.

Let me know what you would like to see in the cinema. You never know - it could happen.

See ya next time.