US Airways Magazine – Straight Talk

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Love what Peter Guber had to say about the in-theatre experience in the current issue of US Airways magazine. This is something that many companies and industries do — they forget about what they're really about. So theatres try to compete with home theatres, rather then talking about what makes them a different and unique experience. And we watch brand after brand compete with the wrong thing, rather then remember their our unique values. As Mr. Guber says, they forget what they're selling and devalue their own proposition.

“Theaters are crucial in keeping the communal experience alive. But mostly, it’s a pain to park, the queue’s too long, the seats are uncomfortable, the concession person’s indifferent, then there are 20 minutes of commercials. There’s not much creative thinking about the whole theater experience. Instead of recognizing what they’re selling, some theaters are devaluing the proposition.

“Additionally, for around $2,000 you can buy a really first-class theater — plasma screen, surround-sound, HD delivery — and re-create the moviegoing experience at home.

Theaters should be about providing an entertainment experience for the audience. They should deliver a compelling, holistic experience, so that the popcorn is good, the concessions are engaging, the seating is excellent, and the experience is not to be missed. In other words, you’re not just getting a movie — because you can get that at home — but you’re getting a communal experience, you’re having fun with other people, all while being entertained.

“I went to a Korean theater complex and there were kids playing on videogame machines and sports scores were posted in the lobby while they were waiting. The experience made them want to come early. The film, of course, is crucial, but it’s only part of the overall experience.”

BTW, here's something that I wrote back in 2001 about the movie going experience:

“Why go to the movie theatre when you can download the flick for free!” Well, that’s a simple question with a simple answer. When my wife considers sitting on the couch watching a rented video and eating microwaved popcorn a date. When the experience of downloading a flick at home is the same as the experience of going to the movie theatre. And I’m not just speaking about getting a better home projection or sound system. In other words, not anytime soon.

Seeing first-run movies is a horse of a different color (immortalized, of course, in a movie: The Wizard of Oz). Viewing the movie is just one piece of the entire experience. It’s the Sno-Caps (let’s face it, without movie theatres, we wouldn’t eat Sno-Caps at all!) and the theatre itself (especially in the Barcalounger-like stadium seating). And don’t forget the popcorn: I don’t consider it a movie-going experience if I haven’t had popcorn and butter. I’ve gotten to the movies after having just eaten a full big meal and yet I’ll still find a way to eat a big bag of popcorn. In fact, one night when my wife and I decided to stay at home and rent videos, I went to the movie theatre a few blocks from our house, bought popcorn from them and then carried it home for our video rental night!

Link: US Airways Magazine – Straight Talk.

Download 1stperson if you'd like to read my full article about the social experience of going to the theatre.

Original post: http://blog.brandexperiencelab.org/experience_manifesto/2007/04/us_airways_maga.html