My most recent movie going experience:
Advertised showtime was 8:10PM.
Arrived aproximately 30 minutes early.
Time spent searching out men’s room with a servicable lock on the stall door and using same – 10 minutes
Time spent in line for concessions – 5 minutes
Time spent watching CineMedia Slide-Show advertising – 15 minutes
Time spent wondering why the slideshow had gone past 8:10 – 5 minutes
Time spent watching non movie-trailer advertising – 10 minutes
Time spent watching movie Trailers – 10 minutes
Net result? The 8:10 feature didn’t start until 8:35.
I may be young, but I remember when the advertised show time was the time that the opening credits of the movie would be rolling, and if you wanted to see trailers, you’d have to get in there 10 minutes early.
Now for me, trailers are part of the whole “theater” experience, so I didn’t mind so much when the industry switched to starting the trailers at the advertised show time. It’s this latest trend of not even starting the pre-trailer commercials until 5-15 minutes after advertised show time is highly annoying.
I know that there are benefits to it for the theater, that it lets the them reap ticket sales even from latecomers. It used to be that if you went out to the movies, and got a late start, or got hung up in traffic, you might change your mind, because you knew if it was an 8:10 show, and the earliest you’d be able to get in is 8:30, you’d have missed the first 20 minutes. Nowadays, you’d still get to catch the last 5-10 minutes of the previews.
I just happen to think there should be a better reward for being on time than having to wait on everyone else.
Here’s my suggestion:
Go back to the advertised show time being the time the opening credits start.
Have the Ticket-tearer just inside the enterance, and give him an aditional duty: anyone who arrives 15 minutes or more before showtime gets a stamp or unique holepunch on their ticket.
The ticketholder can then take that ticket to the concession stand, and get a free small popcorn.
Tally the number of times the “early-bird special” is redeemed at the concessions registers, and show those numbers to your advertisers as a bargaining point over how much they should pay for the pre-trailer advertising. (X number of patrons were in the building early enough to have seen your ads.)
Popcorn’s astonishingly cheap in the bulk quantities theaters buy from the wholesalers, so giving it away isn’t that much of cost, especially when you consider that the offer draws customers to the concession stand who might have otherwise gone straight to their seat. Once you have them up at the counter, they’re more likely to be tempted by the candy and the soda. Especially the soda; eating popcorn makes people thirsty, after all. Not to mention that in this age of digital cable and dvds, the popcorn becomes a strong reminder to the public about what the whole “Theater Experience” is about.