Crybaby Matinees - Do They Work?

[Harry Smolin]

Our town has a sizable population of parents with infants and pre-walking age children. As a result, we have been exploring possibly doing “Crybaby Matinees” on weekday mornings, with lights at half instead of fully out and sound lowered for parents and their children to attend, similar to a sensory screening. Has anyone tried this type of screening and what has been the result?

[Ryan Gallagher]

Don't baby's crying just often cause other babies to start crying? This sounds like a miserable experience for parents, but perhaps a good community networking event for them too.

[Jim Cassedy]

At the venue I work at, the first show of the day every Tuesday is a baby/sensory
friendly show, with lights up a bit, and sound lowered somewhat. We also get some
senior citizens who find the 'normal' show volume level a bit too overwhelming.
(and sometimes I don't disagree with them on that point!) - Several years ago,
I was working at another venue that did this, and I think those shows were partly
sponsored by the "Baby GAP" store or some other local merchant who specialized
in toddler clothes and merchandise. They often had give-aways or discount coupons
for their store. There was also a corner of auditorium set aside for nursing moms,
and someone from the store handed out free towels, etc to help with that. I don't
know if those shows made any real money, and although the theater didn't
consider it a full "rental" show, I know the sponsoring store covered much of
theater's operating expense for those shows.

[Marcel Birgelen]

I've seen those things come and go around here, so the popularity seems to be a mixed bag, at least around here. It doesn't cost too much to try, I guess and it might just appeal to a certain niche. Part of running a cinema business is trying to see what sticks and what doesn't.

Don't baby's crying just often cause other babies to start crying? This sounds like a miserable experience for parents, but perhaps a good community networking event for them too.

Yeah, the entire concept is a bit contradictory in itself I guess, but as a parent of a baby, you need to get somewhat of a thick skin for crying babies anyway, as you'll be surrounded by them rather often. At least the "rules of the game" for those shows are clear and you can't be guaranteed a totally undisturbed viewing. It's obviously not something I'd opt for, but as you indicated, it may develop into an interesting social event for parents with young children...

[Ryan Gallagher]

I think as Jim mentioned, it being underwritten by some type of marketing parter for that audience seems to be the “smart” way to do em, at least financially.

[Jim Cassedy]

I think as Jim mentioned, it being underwritten by some type
of marketing parter for that audience seems to be the “smart”
way to do em, at least financially.

I also forgot to mention that the store that sponsored those shows also promoted
them with big signs posted in their store, and somebody also told me that info
about the shows was one of several messages printed at the bottom of their cash
register receipts. I'm pretty sure it was sponsored by the "Baby GAP" store which
was just a few doors down from the theater.

[Carsten Kurz]

A cinema colleague nearby offered this every now and then (when suitable movies for the intended audience were available). Whenever I saw photos of these shows, there were only about 10 people in the auditorium. They certainly did not do this to make profit. When I google it, I see loads of forum and social media comments of overly worried mums (or wannabe mums) saying that even at reduced loudness, a baby or todler should not be exposed to a movie in a cinema auditorium.

If you're a small independent, you may raise some positive attention in the local media offering it, but I don't think it will bring in money.