“We come to this place … for magic,” I told Nicole Kidman AMC theaters Sponsors in the viral promotion of the chain. But starting this week, the fans will become half through a lot of shillings for everything from fast food to Fresca before they experience any cinematic Stardest.
In fact, the AMC decision to increase the number of ads before the offers embody the concept of short -term gains in exchange for long -term pain. It provides a cinema giant revenue that affects the need at a time when the bidder is linked to criticism and work under approximately $ 4 billion of debt, and comes at a time when Hollywood is still struggling to produce films constantly want people.
But it also sends the total experience to go to movies, which makes them increasingly distinguish from parts of the home entertainment experience from which people – ads. Yes, broadcasting services, which need a new criticism, started to provide low -cost subscriptions and supported by ads. Many of these shows were common, but customers know that they were carrying sites for Giritol and Mountain Dew before watching their favorite series to save a few dollars. They get what they paid for it, and this is not the case with the cinema, as the ticket prices have increased constantly, which helps the paper a total decrease in attendance.
Although investigative studies indicate that people are still costly aware when it comes to determining whether the local multiple will be hit, when they choose to see a movie on the big screen, they tend to like the bells and additional biles. In fact, movies have decreased in the popularity of post -formats, but distinct formats, such as IMAX, dominated ticket sales. Meanwhile, cinemas (at least those who are not swinging on the collapse) equipped their sites with better foods and cocktails.
What does that tell us? It indicates that the audience is looking for a more installment experience when they collide with their local sending, and not someone who reflects an evening that you spend on the sofa that you see “Rizzoli & Isles” on Pluto TV.
Of course, these improved vocal systems, luxury seats and broader screens cost the money, which were in a state of deficiency in the multiple transmission. Thanks to this, before signing a new deal with National cinemaAMC resisted the batch to download pre -display operations with more ads, which is currently appearing. In 2019, AMC criticized the company’s proposal to increase the number of commercials, on the pretext that it fears that “American filmmakers will interact negatively with this concept.” However, competitors such as Regal and Cinemark did not have the same reservations and agreed to show more sites as part of the agreement with national cinema. They report any tangible impact on the audience. This is a convincing data for AMC, which must find it difficult to continue passing the additional dough, especially after I recently reported the worst quarter in nearly 30 years.
Moreover, the display of ads before the films is not similar to anything new. This process has been steadily gained in the late eighties and was almost everywhere. Many cinema pioneers know that they do not need to appear when the movie is scheduled to start, unless they want to undergo one location after another. However, little by little, this is the efforts made to avoid every cent of the exhibitors of their screens to make going to movies less privacy and less distinct. When you hear AMC or the name of most of the major theater chains, do your mind evoke pictures of sparkling films? Or are you thinking about the broken moving stairs, chaotic bathrooms, sticky seats, stupid words, and soft drink ads that play on a ring before you see a frame for the film that you paid to watch?
Film theaters are not completely responsible for the unfortunate state of their industry. Studios, obsessed with making sequences and rotation to run their privileges on the ground, did not do enough to produce convincing content for them to present it. The popularity of broadcasting was injured in every cinematic theater, regardless of the extent of its operation in loving or indifferently. Film works need great movies if they hope for success, and theaters cannot control this – they are present as a product that others make.
Cinemas play an important role in making the ticket buyers excited about the upcoming tourist attractions, and they appear and report their salaries with stickers and parking art. The good news is that investigative studies indicate that cinema pioneers are keen to see trailers, as 81 % of people have been surveyed in the Vandango 2023 study positively interacting with these sites. However, this enthusiasm does not extend to other commodities advertisements, as 67 % of the cinema pioneers wanted to commercial ads they saw shorter. Instead, AMC and other theaters choose not to pay attention to what their fans say by providing more what they hate. The theater owners have noticed that all the additional commercials on top of the trailers that are routinely shown make a very long night in movies. They notice that people already have a budget for more than four hours for driving, standing, buying snacks, then sitting through a lot of commercials. It is a lot to ask in the era of immediate gratification.
A pandemic reshaping cinema. Thanks to this, cinemas showed in preparation for innovation. They looked at the dynamic pricing, and presented more discounts on weekdays, improved loyalty programs, and after initially allowing studios to reduce the theater window, Hollywood pressure to extend the amount of time playing exclusively in cinemas.
Exhibitions understand that they should develop or die. Looking at these existential risks, is the shipment of ads, which gives the customer really what they want?
For me, it is clear that this is not a kind of magic experience in which Kidman is taking place.
