A Slowly Fading Marque?

With Americans having to adjust their budgets now more than ever to modestly harmonize with their incoming cash flow, cutting costs for entertainment expenses is indeed on most everyone’s agenda. Those who enjoy watching movies have had to lay this form of entertainment on the budget chopping block as well, but thanks to mediums such as Netflix and Video On Demand, movies can still be enjoyed for a reasonable price that can easily fit into modest budget. The average cost of going to the cinema is roughly around $25 per person, which includes tickets, snacks, drinks, and other refreshments sold at the concession stands. According to the results of an online survey conducted by “Harris Poll®” in December 2013, 57% of Americans favored watching movies at home as opposed to the 21% of Americans who preferred to go to the cinema. With approximately a little over one-half of American moviegoers faithfully visiting the cinemas, will this amount be enough to keep the cinemas alive within the next few years?

The participants who were surveyed in the aforementioned poll were also asked to give their opinions about the pros and cons of going to the cinema to watch movies verses watching movies using another medium. Being able to experience a movie in 3-D and in digitally mastered sound quality seemed to win the majority of votes on the pros’ list despite the fact that “rude moviegoers” was the number one reason on the cons’ list for why the participants would prefer to watch movies from home. The high cost of refreshments sold at the concession stand was another major turn-off for 62% of those surveyed, and an overwhelming 69% felt theaters take advantage of showing 3-D movies as an excuse to charge outrageously higher prices to view them.

With tablets and smartphones gaining more and more popularity for their video-playing capabilities, a majority of the moviegoers who are constantly on-the-go have converted their medium of viewing pleasure from going to the cinema into indulging in Netflix for downloading movies to their portable device. If the cinemas can come up with an idea that tops this convenience along with figuring out a way to offer lower prices for tickets and refreshments, then the cinema might have a fighting chance to stay alive.

©2014 Learus Ohnine