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This topic comprises 3 pages: 1 2 3
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Author
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Topic: Any thoughts about "hybrid" theaters?
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Celine Negrete
Film Handler
Posts: 70
From: Nevada City, CA
Registered: Nov 2009
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posted 12-12-2010 01:56 PM
Curious as to what any of you might think about the idea of 'hybrid' theaters? As our film buyer describes them, they are the best of both worlds...they usually have a traditional 'multiplex' area where they show current commercial Hollywood films (including kids movies), with a traditional concessions area.
But, they also have another area with more screens that tends to be limited to 21 and over, often includes a bar/restaurant, and more plush/comfy theaters. Some of these screens might show arthouse films, but also commercial films that adults might prefer to see in an theater without teenagers/kids.
A couple of examples:
http://www.monacopicturesusa.com/
http://www.cinetopiatheaters.com/
From what I have heard, both of the examples above are doing very well. They have been described as the 'wave of the future'. The idea being you can appeal to everyone (in theory)...families, teens, adults looking for a nice night out, arthouse crowds, etc. And with everything from popcorn and soda, to tapas and wine, along with Harry Potter and Winter's Bone you have all your bases covered.
Thoughts? Has anyone been to a theater like this? I have read a lot of reviews on Yelp for both these examples. They are both highly-rated, but if there are complaints they are mostly about the execution of the concept, not complaints about the concept itself.
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Tom Petrov
Five Guys Lover
Posts: 1121
From: El Paso, TX
Registered: Jan 2003
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posted 12-12-2010 02:24 PM
quote: Celine Negrete
But, they also have another area with more screens that tends to be limited to 21 and over, often includes a bar/restaurant, and more plush/comfy theaters. Some of these screens might show arthouse films, but also commercial films that adults might prefer to see in an theater without teenagers/kids
I have seen some of these theatres and the jury is still out IMO. They work in certain markets for a reason
Cineplex Odeon has these theatres and they are called "VIP" theatres. Cineplex Odeon Varsity is doing well and so is the Cineplex Odeon VIP Oakville.
The problem with these theatres are this:
1. You limited who will see the movie with an under 21 age limit (which makes point #3)
2. You limited who will pay $17.75 a pop for this theatre.
3. With VIP, you now need a "non" VIP theatre/screen of the same film for those who do not want to pay extra for this service.
4. You only really do well during the weekend evenings for these theatres.
The benefits to VIP are if you are in a saturated market and offer:
1. Reserved seating (HUGE importance)
2. Private adult only
3. More upscale.
People can talk alchohol or tapas all they want, this is nothing new. Cineplex Canada Square and Carlton offered this service way back in the mid 90s.
With the above being said, Cineplex Odeon has done something very, very strategic in certain markets. Cineplex/Encore/AMC all have a combined 51 screen from three theatres in a combined 20km distance in my area.
Cineplex has 20 screen in two cinemas (10 each) on either side of the AMC 24 and the Encore 5 (Independent). At the two Cineplex Theatres you can reserve seats at the SilverCity Ultra AVX or the Cineplex VIP. You can't do that at Encore Oakville or AMC.
Reserved seating ensure those "hardcore" fans will come to your theatre.
quote: Celine Negrete
'wave of the future'.
The wave of the future is not VIP or over 21 screenings. It will be "uber" cinmeas like Ultra AVX/ETX/Empire Extra which allow the "hardcore" fans to get what they want on opening nights for movies like Twilight/Harry Potter/Tron etc. Most new multiplexes will need to offer one or two of these screen to get the opening night crowds.
Just to put things in perspective, guess which theatre in my over saturated market did not open Twilight Eclipse, Harry Potter 7, and Tangled....All of those movies went to the Silvercity VIP and Ultra AVX.
If you are in a overly saturated market, the biggest thing you can offer to the public, is free reserved seating...sadly, the boys at Encore do not get this and are not drawing the crazy opening days fans.
Cineplex VIP
For an FYI, Cineplex Odeon Square One 10 (now Empire) had VIP in four THX theatres in a exclusive upper level which was an EPIC fail. It now sits empty, and the theatre only play arts and low key movies.
Also, 3D VIP 19+ is $20.25 a ticket at Oakville VIP
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Celine Negrete
Film Handler
Posts: 70
From: Nevada City, CA
Registered: Nov 2009
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posted 12-12-2010 03:01 PM
Within city limits, a little over 15,000. The county itself is 98,000. Someone would have to travel a minimum of 50 minutes to find any kind of theatre offering any of the described 'amenities'.
I understand what you are saying about the larger chains. I think we are a 'borderline' community (looking at the demographics from the outside). But, we are continuing to grow (with a lot of the growth coming from transplants from the Bay Area (San Francisco, etc), coming with a certain desire to continue having great food, shops, films, art, etc. that they have been used to. And we have always been considered an 'arts' community, it has always been a strong element in our community. But, no, a complex that charges $17/ticket would not work here. That is not what I am asking about. Those are prices associated with larger or more urban markets. I understand that too.
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