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This topic comprises 3 pages: 1 2 3
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Author
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Topic: Theatres with a massive lobby
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Bobby Henderson
"Ask me about Trajan."
Posts: 10973
From: Lawton, OK, USA
Registered: Apr 2001
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posted 08-17-2013 03:06 PM
Santikos Palladium AVX multiplex in Richmond, TX (suburb west of Houston) has a pretty big lobby. The lobby has a variety of restaurants, a video game parlor and even a bowling alley.
These huge lobbies with numerous restaurants and alternative forms of entertainment are pretty cool. But these giant multi-purpose lobbies are taking the focus away from why customers have come to the site in the first place: to watch a movie.
When I visited this theater my girlfriend, Cynthia and I had only enough time to order some pizza and soft drinks before Star Trek: Into Darkness began. We didn't have extra hours of time to spend bowling or playing video games. We visited to watch a movie. While the visit to the lobby was impressive the actual presentation quality wasn't quite as good. The sound system had a significant problem: the center stage channel was on the fritz and we could hardly hear any dialog. This theater opened only a couple weeks prior to our visit.
If only movie theater chains would put the kind of effort into their auditoriums as they do the lobby the movie going situation might be a lot better than what it is.
By the way, the great GCC Northpark 1-2 theater I have been mentioning in other threads had a pretty unremarkable lobby. That twin theater's lobby was small. The real "wow" impact of that theater was felt by walking into the auditoriums, especially house #1. And then it was even more impressive once the show began. The GCC Northpark 1-2 was a theater whose priorities were in the correct order.
I spend maybe 10 or 20 minutes tops in a theater lobby. I spend 2 hours in the auditorium. I would prefer theaters to put their money where I'm spending the most time.
However, with talk of alternative content, Hollywood studios releasing ever more forgettable corporate controlled & designed movies, maybe this is a savvy move on the part of exhibitors. Diversify away from the auditoriums and have customers spend more time being entertained and fed in the lobby. Unfortunately they'll have to compete with all the other businesses elsewhere in town selling the same thing. And customers are still only going to visit a movie theater primarily to see a movie. They're not going to go there just to hang out in the lobby.
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