It seems pretty clear that the current movie theater model doesn’t quite work for anyone. Well, maybe it’s nearly perfect for a 15-year-old in Normal, Illinois, but that’s precisely why I hardly ever see a movie in a multiplex.
A long time ago (at least on the Spout calendar), Paul wrote a post essentially brainstorming about his dream movie theater. In his post, Paul actually wrote “I secretly hope Landmark Theaters will consider this a quick and dirty business plan to elaborate on.”
Well, it looks like Mark Cuban is actually jumping on Paul’s bandwagon, or at least something close. An article today on Cinematical, “Mark Cuban Wants To Make Us Scoop Our Own Popcorn,” says Cuban and Todd Wagner are unveiling their new movie theater concepts in three of their Landmark theaters–in Baltimore, Denver, and Los Angeles.
“Landmark’s goal is to be the ultimate night out for grownups. Today’s customer has different expectations than the customer of 10 and 20 years ago, and we need to recognize that and respond to it,” says Cuban in the article.
But what does that actually mean? Amenities, retail sales, and a “lounge-like atmosphere” for food and drinks before and after the movie. Next to Paul’s dream theater, Cuban’s model sounds a bit like it’s trying too hard, although of course I’d have to see and experience it before I could say anything conclusive. Paul’s plan includes ideas like converting old neighborhood theaters back into theaters, starting clubs and other opportunities for like-minded people to come together around films they love, and offering opening acts as a way to expose people to shorts and other emerging cinema. The plan is practical in many ways (brief intermission, anyone?) yet also focuses on actually enriching the movie-going experience, not just lengthening it and providing more opportunities for spending too much.
I guess what I’m thinking is that Cuban’s plan sounds perfect for a first-date, or for any date meant to be somewhat novel–but minus the work. Paul’s plan sounds sustainable for real people who love movies and want better movie-watching experiences on a regular basis. Of course, Cuban has the money, not Paul, so in many ways I have to agree with Patrick Walsh on Cinematical: “Going to the theater is far too expensive to be as unpleasant as it so often is–why not experiment with the formula?”