I cannot speak for everyone, but I often find myself at the cinema unsatisfied with the choices that the movie industry pushes out to me (without my input, exactly). The way mass market product development works is that products come out of research that reveals what a large percentage of a market would like and be willing to pay for. Movie-making is expensive (not always, but relatively compared to its perceived output), and a scientific approach to minimising the risk of losing money makes a lot of sense. A large portion of the budget is typically spent on marketing, an important argument against what I will propose in this post.
“Pull-based” cinema, not the sexiest term for this, would basically be a system in which a large number of people could vote on what is showing at a cinema at a given time. I imagine a kickstarter-like internet based service, that only gives the go-ahead if a certain amount of revenue has been generated for that night. The movies could be new or classic, niche or mainstream, it doesn’t matter as long as there is enough demand for a viewing.
A couple of uncertainties about this:
- ◦ How are movies distributed and stored inside cinemas? If it is the bulky rolls that I remember seeing as a kid, then this is not viable on a large scale. If it is digital, then why not.
- ◦ Is there enough financial incentive for cinemas, movie studios, and other parties, to make this commercially attractive? Also, how does it compare to revenues generated by movies that are new and heavily marketed?
- ◦ What do audiences want and would there be enough market interest for such a service?
- ◦ How simple and unpolitical is the decision making process for making this happen? This will always be a factor and should not be an argument against necessarily.
- ◦ Start small: one cinema screen in a larger complex, perhaps 1-2x per month.
- ◦ Scale big: use social services like facebook, meetup, and perhaps kickstarter to reach the masses.
- ◦ If a clear market exists, focus: specialised cinemas and building up communities around movie lovers.
- ◦ perhaps use auctioning systems like Easyjet’s (which also tried cinemas at some point) based on visitors and the popularity of movies. I’d easily pay triple for watching classics like Bladerunner, The Goonies, or Akira Kurosawa’s Seven Samurai on a giant screen.
Even though I would love such a system of watching movies in the cinema and think it’s completely part of the times, I have a feeling that it is by and large deemed economically unviable, because of the large capital investments involved in cinema real estate and technology, as well as new movie production and marketing. That said, in terms of pricing, cinemas are clearly stuck: they either have to charge the same for every movie, good or bad, or force ridiculous price increases down customer’s throats for 3D glasses or the concessions sold for less than half anywhere else. Connecting supply up to demand in real-time overcomes some of the pricing uncertainty around movies and actually allows for more premium pricing to occur for products & services that customers *actually* value. Similarly, the movie industry is stuck, creativity wise, preferring to invest in the less risky sequel, than new intellectual property. They clearly fear customers and their market research doesn’t work beyond counting how many tickets the previous movie sold. Pull-based cinemas wouldn’t exactly address this either, as the production cycle is too long and the funding needs are very large1.
Pull-based cinemas are a proposed solution for the choice that customers currently face: either between a selection of movies that are forced down their throats by the studios, or the unlimited selection they can get in their private homes. There’s a discrepancy there and as movie setups at home continue to become better and cheaper, it’s bound to get worse for cinemas.
I’m very interested in this subject and if anyone has a greater insight into this industry or knows of such cinemas existing or having existed, please send me a mail to editor at the domain-name techiteasy.org.
1. Though this could work for independent movies.