How Cinema Evolved

Author: Dave Nicol
Posted: Saturday 13th August, 2011. 15:26:08

In last week’s blog I explored the similarities between the threats facing the cinema world and veterinary world.

This week, let’s review how cinema has adapted and survived. As regular readers know, I do a lot of reflecting and thinking about experiences. My first thoughts on this issue took me back to the cinema I used to visit as a schoolboy, The New Picture House in St. Andrews.

It still exists today, though I haven’t been there for a while. But back then you could choose a ticket for the stalls (cheap) or the circle (expensive).

I thought for a long while that the circle might have gold lined seats. In fact it was a balcony above the stalls with identical seating. The view was hardly better as the screen was huge and there was no difference in sound quality. But you did enjoy the crucial benefit of being able to throw popcorn at the cheap seats beneath. (At the risk of being chucked out!)

We would stand in line to get our tickets and then queue again for popcorn and coke (the selection was limited). Once this was done we’d shuffle into the theatre, take our seats (which were ancient and uncomfy) see a film. Then shuffle back out into the cold night and head home.

The evening was all about the film. There was, in truth, very little else to enjoy about the theatre.

I suspect that nothing has changed in St. Andrews, but then with no competing cinema and a ready supply of Students and school kids, where’s the motivation to do so?

Not many places are blessed with the combination of isolation and wealth that so insulates St. Andrews. For cinemas elsewhere time and practices have moved on.

In order to combat the many threats to their industry, cinema has evolved. So what measures have they taken?

Price Rises?

My first thought was that they must have increased prices. Many people complain that it is expensive to go to the movies. But a little research shows that in real terms a Ł2 ticket to see Star Wars bought back in 1977 would cost about Ł9.50 today (guess what, that’s almost exactly what it does cost for a movie ticket today). So in spite of perceptions about price, it is no more expensive to see a film today, than it was 30 years ago.

Building an Experience

What cinemas have clearly been very good at is protecting their market with innovations in product and strategy.

Product range, access and quality have been improved dramatically.

New technology has been adopted to improve the picture and sound quality. The emergence of iMax and 3D as format developments is a good example of technology driven improvements to quality.

There has also been a large increase in the type and number of films shown. Some of the more mainstream theatres tend to show only a limited number of Hollywood produced blockbusters but show them virtually all day long. Whereas independently owned theatres tend to have a wider range of films catering to a wider range of tastes within their local community.

The experience of coming to the cinema has also been enhanced significantly. The seating, for example, is more comfortable; with a drink holder and reclining option it is more akin to something you might expect to find on an aeroplane than a theatre. Plus you can book online and choose the location of your seats in advance, just like on your flight!

The range of food and drink options has also expanded dramatically and most theatres have a forecourt chock-a-block with confectionary concessions all vying for our cash. Certain cinemas have even applied for an alcohol license so you can have a cold beer as you watch your favourite movie. (Not that I’m necessarily advocating plying our clients with booze!)

And of course there is almost always a complex of restaurants waiting to feed you and your family before rolling off home (in your conveniently parked car) after the show.

Where once it was about a film, it is now all about the ‘experience’.

Somewhere, in an easily accessible cinema near you, a film you like will be showing in eye-popping 3D brilliance, with crystal clear Dolby enhanced sound.

If you’re in any way excited about films, then there really is no substitute.

Innovation Rewarded

At the movies they have adopted a strategy of product innovation to meet their challenges. And it seems to be working. We are going to the movies more and leaving happy, with our wallets lighter.

If things were the same across the country as they are back in the St. Andrews Picture House I’m certain the industry would be dead on it’s feet. As it is (according to UK Film Council) film audiences are rising year on year.

So what can we learn from this example? What is the best strategy for us to help turn the tide and woo our customers back into our clinics?

Tune in for the final installment next week, Turning the Tide – Vets Fight Back.

Veterinary practice troubleshooter. Expertise in HR, marketing and all aspects of the vet practice management. Dave can be contacted at info@davenicol.com

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