The cinema industry has changed drastically in the last 10 years, as it has struggled with decreasing ticket sales. Like all entertainment formats, it will need to continue to adapt as it enters an uncertain future. However cinemas around the world are finding new ways to attract customers off their sofas, with Netflix and online pirating, and into their cinemas. Here are a few of the innovative ways they’re doing it:
- Virtual Reality
With Oculus Rift and other hyper-realistic virtual reality headsets now developed, cinemas are making use of the new technology to attract audiences. With promises of total immersion and a viewing experience unlike any other, it is easy to understand the attraction.
There is still a long way to go for virtual reality to become mainstream, with headsets costing hundreds of pounds and a severe lack of especially designed content. However, new ground is being made on both these fronts, for example Oscar-winning director of Birdman and The Revenant, Alejandro G. Iñárritu recently produced a VR project called “Carne y Arena” and exhibited it at the Cannes Film Festival.
- Dolby Cinema
There are now 72 advanced Dolby Cinema theaters in the United States, complete with laser projection and an advanced 360-degree ring of speakers wrapped around the audience. This offers audiences a viewing (and hearing!) experience beyond what is possible at home, hence attracting paying customers. The technology first attracted attention with the film Gravity. Imagine seeing that film on a huge 3D screen, within an immerse soundscape created by 30+ individually programmed speakers – it’s simply something unrivalled by home audio-visual set-ups.
- Food and Booze
As mentioned before, movie theatres are searching to create new and exciting experiences, more than just films, which will draw audiences from far and wide to their box office. Many cinemas now offer a perfect date night package, a film, food and wine!
“We’re competing with your home,” says Hamid Hashemi, CEO of Florida-based iPic Entertainment, and many more cinemas are following suit, offering food and boozy nights to seemlessly blend with the onscreen main attraction.
- Video Game Tournaments
Some theatres are even using their screens to host video game tournaments. “That’s the dream of every theater,” MediaMation CEO Daniel Jamele said. “It gives them an alternate source of income, which is what they need.”
That is just the kind of thought that will save many movie theatres from going into bankruptcy, by increasing their box office sales by finding multiple uses for theatres with giant screens
Of course anyone who has studied general relativity would know that the 4th dimension is actually time. Although by that definition all films are 4D, as they travel and change over time. But cinemas could never sell that, so 4D to them means moving seats and other senses.
Although it is still mostly reserved to theme parks, more and more 4D cinema experiences are popping up around the world. For example, South Korean company CJ 4Dplex Co has created 4DX, designed to make people feel as if they’re part of the action. Whilst a Torrance-based company called MediaMation makes its own competing version of 4DX, the motion-seat technology, called MX4D.