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This topic comprises 2 pages: 1 2
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Author
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Topic: Losing the Kids
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Martin McCaffery
Film God
Posts: 2481
From: Montgomery, AL
Registered: Jun 99
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posted 03-25-2014 05:36 PM
Today's exercise in wishful thinking
http://variety.com/2014/film/news/number-of-frequent-young-moviegoers-plummets-in-2013-1201146426/
quote:
Number of Frequent Young Moviegoers Plummets in 2013
Bizzers assert that technology can nonetheless spur interest in films
Andrew Stewart
Film Reporter
@Variety_Stewart
The number of frequent moviegoers in the all-important 18-24 age group plunged an unprecedented 21% in 2013, according to MPAA annual statistics released Tuesday at Cinemacon, while attendance in the 12-17 age bracket also saw a precipitous drop off, falling almost 15%.
Frequent filmgoers from 12-24 are likely spending much of their previous moviegoing time watching a variety of other screens. But Chris Dodd, head of the Motion Picture Assn. of America, sought to reassure theater owners that technology is no foe to the movie industry.
Though Dodd struck an optimistic note with his pronouncement that all ages have love for the movies regardless of how they’re consumed, his theory seems to contradict the statistics showing double digit drops in the percentage of younger frequent moviegoers.
“We need to keep exploring fresh ways of leveraging our new technology to drive traffic to your theaters,” Dodd insisted during his keynote address delivered Tuesday at CinemaCon in Las Vegas.
“We can embrace technology, and use it to complement our offerings,” Dodd added.
In support of technology, the MPAA revealed that those who generally go to the movies more own more mobile devices — 74% of frequent moviegoers have at least four tech gadgets.
John Fithian, prexy of the National Assn. of Theater Owners, said that diversity in product and experience are the key ways to combat the youth decline, though he added that watching movies — even on tablets or mobile devices — can be beneficial for exhibitors.
“People having lots of ways to watch movies is great for us,” Fithian said during a press conference after the presentation. “They’re embracing the culture of loving the movies.”
On the bright side, the number of frequent moviegoers aged 2-11 grew last year to 4.3 million, up 54% over 2012.
Fithian said by making the moviegoing experience more diverse, exhibs can appeal to auds of all ages.
“For parents who want a night out, the idea of integrating the experience (to include the kids) helps makes movies more accessible to people who have time crunch,” Fithian said.
When it comes to technology being a friend to the movies, Dodd is sticking to his guns.
“This notion that somehow you have to choose sides is one that I couldn’t understand since the day I started this job,” Dodd said. “The reality is that technology without content is just technology.”
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Terry Lynn-Stevens
Phenomenal Film Handler
Posts: 1081
From: Toronto, Ontario, Canada
Registered: Dec 2012
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posted 03-25-2014 11:45 PM
I would say the lack of compelling films is keeping the 18-24 segment away from the theaters. If there is a movie that this segment wants to watch, then they will go to see it in a theater. The Hunger Games: Catching Fire is a perfect example and so is the The Lego Movie. The recent RoboCop on the other hand simply did not connect with the 18-24 crowd. There is also usually way too much product in the marketplace as well and then there are all the reboots and sequels, Spider-Man has had five films and two reboots in 12 years, it is just way too much. And how may times can the studios possibly do a YA adaption, Mortal Instruments, Vampire Academy and Beautiful Creatures all tanked and Divergent did OK but not great. Again, way too much product, the teens can't possibly watch all of them.
Something also has to be said about studio expectations, not every movie can pull Avenger/Dark Knight Rises or Catching Fire type numbers, and then splitting all the third parts into A and B parts will take its toll. Shame on Lionsgate for splitting Mocking Jay into two parts, eventually people will just have enough of it.
I also don't think technology has anything to do with it, the movie is what brings the customers to the theater, the technology is secondary. I will say that reserved seating is a nice touch if you are planning on watching an event type movie that you are really waiting to see. Eventually the chains should just wise up and offer reserve seating for all auditoriums and not just the premium large format theaters.
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Manny Montes
Master Film Handler
Posts: 270
From: United States
Registered: Feb 2010
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posted 03-26-2014 11:57 PM
Terry,
I agree with you, we are largely a content driven industry, and sometimes the content just isn't there. I think that as theater operators we need to look at our operations and see if we are meeting the expectations of our own clientele, obviously that differs from person to person. If you're running a busy megaplex in a busy city, then you're going to need to ensure you have staffing to reduce lines but also a lot of choices and food options to ensure that you are keeping people coming to you. In fact I consistently get guests coming because we have "the best selection of movies in town". Now if you're running a theater in an area that appreciates value you can tone down some amenities (but keep presentation prestine still) in order to do value days, etc. Those in higher socio-economic areas can put in luxury recliners, beer and wine, etc in order to cater to the more posh crowd (such as many are doing now). But I think we need to remember that we should cater to our individual guests, and this is in no way a 1 size fits all industry (even though sometimes it seems that we try to be). We also need to push the envelope when it comes to sound and picture, give people an amazing experience so they feel they HAVE to see something in theaters.
On a side rant, perhaps in your area patrons are demanding reserved seating, but here we had a theater (muvico) that ran all reserved seating, every show every auditorium, patrons complained non stop and they ended up going back to just certain shows as reserved seating.
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Terry Lynn-Stevens
Phenomenal Film Handler
Posts: 1081
From: Toronto, Ontario, Canada
Registered: Dec 2012
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posted 03-30-2014 12:11 AM
quote: Manny Montes
We also need to push the envelope when it comes to sound and picture, give people an amazing experience so they feel they HAVE to see something in theaters.
I get what you are saying on pushing the envelope on picture and sound, but I also think cinema exhibition is changing in the minds of the consumers. What people will pay extra for is bewildering, the VIP in my area has no masking and the screen sticks out of the wall, perhaps that is trendy. Then there is the entire multiplex that runs scope movies on an open flat screen and nobody seems to care. The AMC near me has speakers hinged into the top of the way where the roof meets, yet the theater is at capacity time and time again.
Back to teenagers, I think the YA adaptions is starting to take its toll on box office performance.
quote: Manny Montes
On a side rant, perhaps in your area patrons are demanding reserved seating, but here we had a theater (muvico) that ran all reserved seating, every show every auditorium, patrons complained non stop and they ended up going back to just certain shows as reserved seating.
Perhaps just the new releases of the week.
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Mike Blakesley
Film God
Posts: 12767
From: Forsyth, Montana
Registered: Jun 99
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posted 05-06-2014 06:19 PM
I had a lady once who was sitting near the bottom of the auditorium, feet on the seat ahead, with her phone propped up on her knees, during the movie. I went down and said, "I need you to turn your phone off, please" and stood there till she did. Then I went home to eat supper. When I came back, one of the concession girls told me that right after I left, this lady had come out all upset, looking for me, and said she would "be back" to talk to me. She never came back, so I figured she'd cooled off.
She came back the next night and accused me of "screaming" at her to turn her phone off. (I will admit that the movie was kind of loud at that point so I did have to raise my voice a little but there was no screaming involved.) Anyway she went through the whole drill of "I need my phone to check on my kids" and all the other things people say, and then she demanded that I promise never to do that to her again. I said, "If you don't use your phone in the theater, I won't! But if you do, I will." I think she was still mad when she left, but whatever.
Reminded me of the time a lady told one of our concession girls that she was going to "write to my boss" and "get me fired" for telling her she needed to take her screaming baby to the restroom. I always wondered who she wrote to!
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