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This topic comprises 3 pages: 1 2 3
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Author
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Topic: Cineplex Seating Surcharge
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Mitchell Dvoskin
Phenomenal Film Handler
Posts: 1869
From: West Milford, NJ, USA
Registered: Jan 2001
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posted 05-22-2014 10:22 PM
Toronto Star
quote: Toronto Star
Later this year, at the Odeon Varsity, the company will launch a pilot project in which patrons pay an extra $2-$3 for the prime seats in the middle rows of the theatre.
Never mind getting to the theatre early and lining up for a chance at the best seats, Cineplex is going to start charging moviegoers extra to sit in them.
Later this year, at the Varsity location in Toronto’s Manulife Centre, the company will launch a pilot project in which patrons pay an extra $2-$3 for the prime seats in the middle rows of the theatre.
“We’ve had great success with our UltraAVX cinemas ($3-$5 surcharge) as well as our VIP cinemas ($7-$12 surcharge) which both offer reserved seating; and so people really like that opportunity,” said spokeswoman Pat Marshall.
“It’s really about providing our guests with choices when they go to the movies . . . I sort of position it akin to an aircraft where you have your regular coach seating, then you might want a bit more amenities, so you go into business class, and then you have a first-class.”
The airline analogy may not sit well with consumers already feeling nickelled-and-dimed by the airline industry, which now routinely charges for once free snacks, blankets and headsets.
“It all hinges on whether they see value in sitting in that particular area,” said Brock University marketing professor and pricing expert Eric Dolansky, when asked whether consumers will embrace the Cineplex concept.
“I’m an avid moviegoer myself. I prefer to sit there. Would I pay extra to sit there? It’s difficult to say.”
“I don’t perceive myself as seeing $2-3 worth of value unless there’s something special about those seats. If I can sit in the fourth row up for $2 less I would rather do that.”
And just like on a plane when the door slams shut, imagine the seat dance that will occur if the premium seats are empty when the film begins.
“Guests could certainly occupy those seats, but if at some point later on during the presentation the guests who have those reserved seats arrive they will be asked to move,” said Marshall. “We wouldn’t encourage that because it’s not only disruptive to them in the audience, but it’s also disruptive to all those folks around them.”
Fortunately, not everyone wants to sit in the traditional best in house seats.
“Some people absolutely believe that to be the sweet spot, but I’ve spoken with many filmgoers over the years and often they say the older you get the further back in the auditorium you tend to go,” said Marshall. “If you’re young you tend to be right up front; as you age, you move towards the middle; and as you get older, you want to go to the very back.”
The company is also planning to expand its arcade offerings.
“It represents about $66 million a year to us in annual revenue; it’s a lot of money and we see that there are opportunities to grow that business,” said Marshall.
Guests could certainly occupy those seats, but if at some point later on during the presentation the guests who have those reserved seats arrive they will be asked to move.
I don't know. They should either do reserved seating, or general admission. This is neither, it will just annoy people. It shouts to me, stay home and rent a Bluray.
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Marcel Birgelen
Film God
Posts: 3357
From: Maastricht, Limburg, Netherlands
Registered: Feb 2012
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posted 05-26-2014 05:51 PM
Surcharges for "premium seating" have been around in venues like theaters of all sorts as long as I remember. The single-tiered seating that most multiplexes are still using, at least for their "vanilla theaters" has rather been a special case.
Still, I do think this will be a rather hard sell, it feels like a cheap money grab to me. Besides sitting in the center, which a lot of people don't prefer anyway, the surcharge offers nothing extra, like more leg room or more comfortable seats.
Also, it will be hard (and expensive) to enforce, especially if a show sells just a few seats. Do they send someone in every few minutes to check if nobody switched places?
I personally detest "convenience fees" for stuff like on-line ticketing and reserved seating. It's really utter B.S., because the "convenience" is going both ways, since they can now cut down on box office staff. People are doing them a favor by ordering on-line or buy their tickets via machines, this stuff ought to make a ticked cheaper, not more expensive...
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Terry Lynn-Stevens
Phenomenal Film Handler
Posts: 1081
From: Toronto, Ontario, Canada
Registered: Dec 2012
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posted 05-26-2014 09:44 PM
quote:
TV
Color TV
Cable TV
Video games (arcade version)
Satellite TV
HBO
Movies on video
Screen ads
Poor presentation
Movies on demand
Piracy
Talkative patrons
Video games (home version)
Cell phones being used in theaters
Video games (mobile version)
People putting their feet on the back of your seat
People getting shot in a theater in Colorado
The shortened video window
Most of these all together have had a serious impact on theater exhibition. Not all but most. You are ignorant to think that they have not had a serious impact.
What the chains, IMAX (together with the studios) have successfully figured out is that people are willing to pay more if a night out at the movies means it is an event, therefore they charge more. Dolby is now in on it with there new Atmos format and Cineplex is charging a premium surcharge for it.
I have been to some of the traditional one or two screen cinemas and I am sorry to say, these screens just don't cut it anymore. These screens really need to close up and head out for the pasture.
Last week we attended the VIP in Toronto, total cost was $85 and that was for two tickets, four alcoholic drinks, an appetizer and two main dishes. We had a great time out sitting in the ultra comfy leather chairs with foot rests, we were served at our seats, and it was adult only.
For a movie that I really want to see, I wouldn't waste my time watching it in a traditional, non-reserved seat cinema.
Premium experiences and the surcharge that goes with it is where theater exhibition is growing.
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