Been to a movie theatre lately? Times have certainly changed, with admission prices skyrocketing. But plenty of people still opt to see first-run releases, while those box office profits reach ever higher levels. Other movie-lovers decide to wait for the DVD, trying not to find out any plot spoilers until they can watch from the comfort of home.
There is more to the big-screen experience however. If you are a regular movie goer, it may be a little less obvious. But more sporadic attendees may be shocked the next time they crave a little popcorn. Or a modest drink. There is no longer any such thing.
Just as excess has started to filter into the consciousness of restaurants and other food providers, movie theatres seem to be heading in the opposite direction. Could there be any larger popcorn container on the planet? Why worry about corn prices and ethanol production when a small fleet of cars could be driven by a day’s worth of movie popcorn? It’s not a cheap snack either. And what about the mammoth candy packs?
It seems that portion control is part of the problem. And much of it is in our heads. After all, if some candy or popcorn looks appealing, then more looks even better. Add in the price deal with a gallon of fizzy liquid, and it is starting to seem like a bargain. Marketers certainly know how to manipulate the average consumer.
But it gets even more complicated. In reality, theatre admission prices are the basis for box office success. When you buy your ticket, most of that money goes directly back to the production studio. First the studio gets paid, then the middleman who books the film around different theatres. Only huge and persistently popular films continue to draw audiences and fund actual venues.
So who pays for the operation of the theatre itself? Well, that’s you again, buying those mega-snacks. Concession money is very important to keep theatres afloat. That’s why you see signs saying that food from outside may not be brought in. Every smuggled snack and homemade sandwich cuts into the revenue. And that revenue pays the lease, employees, equipment, and other costs.
Increasingly, large cinemas are turning to concession chains and forging agreements that benefit both parties. But what about the humble movie-goer? In the ever-escalating system, variation and choice is dwindling. Most theatres offer the same options. In turn, they purchase the materials from large suppliers. It’s a huge business. With that in mind, it is always refreshing to enter a smaller independent theatre and see a novel range of drinks and snacks. With the high costs associated with the theatre business, independent cinemas are few and far between. They may not have access to new releases or only have a limited screening period. But they also steer away from the popcorn boxes that are large enough to house a family of four.
So what are the options? If you cherish the surround-sound experience, then support your local theatre. But do it sparingly, choosing wisely from the available snacks. Share with a crowd. Or make it an occasional treat. If the big-screen is too loud, expensive and nutritionally challenging, then opt for the in-home version with a healthy snack.
Perhaps if more consumers would provide feedback, the current system might change. Talk to the theatre manager, send an e-mail to your favourite venue, and highlight the issues. After all, nobody wants to close down the theatres. But the expanding snacks need to return to reality. The time for excess has passed, and what would our hungrier neighbours even think of the whole greedy system?
Photo credit: gregshea1@Flickr.com
