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Imagine a traditional movie theater where rows of seats alternate with bench-style tables. Once seated, customers order from a menu that offers hamburgers, fresh salads and pizza, as well as beer and wine. A friendly wait staff takes their orders and brings the food to their seats. Customers can continue to order during the movie by writing their request on paper and attaching it to clips on their table. The waiters quietly collect and deliver these orders without distracting from the movie.

The Way We Watch Movies Is About to Change

Krissy Rushing, February, 2006

Last month, I went to see Good Night and Good Luck at the Cineplex. Before the film began, we sat through no less than four commercials and an irritating "Film Magazine" called "The 20," which is a collection of promos disguised as content. One of the commercials was for a live broadcast of a Springsteen concert to take place at the Cineplex the next night. Creative tactics like live-concert broadcasts along with advertising are attempts by movie exhibitors to try to make money now that DVD releases are grossing most of the assets. The theater I went to even suggested renting out theater space for business meetings.

Steven Soderbergh (Erin Brokovich, Traffic), along with HDNet, could make things worse for exhibitors. Soderbergh could completely change the distribution channels of movies by releasing several high-def films simultaneously on TV, in theaters, and on home video. Other independent production companies are also considering the strategy. Indie film companies see benefits because it would allow them to have a broader distribution channel, as the films they produce don't always get widespread play in theaters. The debate about how soon after the theatrical release the DVD comes out is already heated. Exhibitors are currently unhappy with the shrinking window between theatrical release and DVD street date (about 4 months) and view the concept of simultaneous release in all three formats as the biggest threat to the movie business since broadcast TV. If successful, Soderbergh and HDNets' strategy could revolutionize the way we watch movies. It would give consumers like you and me the power to choose the way we watch films.

While this doesn't bode well for the exhibitors, who fear, obviously, declining box-office ticket sales, perhaps it will give them some incentive to make going to the movies fun again. Although I can't say I ever experienced the glory days of cinema first hand, I've certainly read a lot about them. The thought of going to a palatial, dramatic theater for a reasonable price, getting treated to short films, cartoons, previews, and other amusements, and enjoying Milk Duds and popcorn without having to bounce my mortgage check appeals to me. In fact, I've loved going to the movies ever since my Dad used to say, "Let's go to the show," five minutes before it started, then proceeded to careen around corners and take the "back way," in order to get us there on time—only to make us miss the first five minutes of the film by insisting the kid behind the counter make "freshly popped corn." On the other hand, I am also by my discernment and trade a home theaterphile, so getting theatrically released movies simultaneously at home bothers me not at all. Imagine getting a DVD movie at home, which you can enjoy in perpetuity, for the same price or less than that ephemeral night out at the movies. Not to mention watching a film in an environment that is tailored to your taste. Just think what this will do for the home theater industry. It wouldn't be just the enthusiast or the affluent who'd be putting dedicated theaters in their homes; it would become considerably more mainstream, by my estimation. Needless to say, we have an interesting future ahead of us.

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