Matt's Blog

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Would you pay $50 to see a movie?  That could be a reality as cinemas look at new ways of attracting filmgoers.  A friend linked me to this article a few weeks ago that talks about how Paramount tried to lure the public to advance screenings of World War Z with the heftier price tag.

The reality is that until now, cinema has beaten off much of the competition and continued to grow.  We had the arrival of television followed by the huge rise (and subsequent decline) of VHS and DVD.  Despite all of these new mediums, the international box-office has continued to increase and the public have been prepared to part with their dollars to see a movie in a darkened cinema.

However, with the simplicity with which movies can now be downloaded, has cinema finally met its match?  I’ve made reference to the fact before that the number of cinematic releases is on the decline in Brisbane.  Back in 2006, a total of 238 movies could be seen in our cinemas.  Last year, that number had fallen to 183.

The funny thing is that it’s easier than ever to show movies in a theatre because it’s all done digitally.  You don’t have to worry about joining film reels and paying projectionists.  Yet, we are seeing most cinemas in Brisbane scale back the number of different movies they are screening.  The main reason is obvious – money.

Boutique cinemas (e.g. Palace, Dendy) used to screen a lot more of the smaller stuff – American indies, foreign language flicks, Australian films.  They would pop up at film festivals around the globe, small distributors would buy the rights and then they’d try to find a window to release them a few months down the track in Australia.  Unfortunately, that doesn’t work anymore.  Because these movies are so easily available online (legally and illegally), people aren’t prepared to wait.  They’ll just watch it in the comfort of their own homes.  By the time the film does reach Australian cinemas, many will have already seen it and hence the box-office is down.  It’s therefore no surprise that the likes of Palace and Dendy now screen a lot more of the bigger product (e.g. Man Of Steel, Pacific Rim, The Heat) because these films have a simultaneous release date around the world (so it’s not available online) and they know it will put bums of seats.

The cinema industry has tried to reinvigorate itself with the likes of 3D but one must ask how long this fad will last.  I know many people who prefer to see the 2D version of films and avoid the extra $3 surcharge.  Cinemas are also now screenings ballets, operas and plays from around the globe.  We’re also seeing an ever-growing number of film festivals that come complete with big opening/closing night parties and events.  These are all designed to give the public an experience they can’t get at home.

In response to the $50 mega ticket idea, both Steven Spielberg and George Lucas have weighed in with their own thoughts (see the full article here) and they’re not impressed.  They believe the film industry is set to implode.  If you keep pushing prices up, more and more people are going to stay home.  I put the question out to some friends on my Facebook page and got similar responses.  The other worrying aspect is that only big blockbusters are going to be guaranteed a release.  Smaller stuff may no longer have a place in cinemas and instead, people will access it online.  Perhaps I’m old fashioned but I don’t think it offers the same experience as watching a movie in a packed theatre.

As to how it will all play out… I can only respond by saying to watch this space.  I don’t have a crystal ball but I have a strong hunch that the industry will change significantly over the next 10 years.