What Do Movie Theaters Need Now? (Hint: It's Not Recliners)

 

I don't think we need recliners in movie theaters.

No, put away the pitchforks and torches. I am not a "luddite" adverse to any technological innovations in a movie theater beyond what was available in 1920. I enjoy a good comfy recliner as much as the next gal, especially the ones at Cinemark locations or the elaborate recliners Gold Class Cinemas (now known as iPic Fairview) had when they first opened in 2010. Man, those Gold Class recliners were so big, you could get lost in them! 

However, walking through an AMC Northpark Dolby auditorium last night, I was struck by how I'd be fine losing that domicile's recliner seating. All those extra doodads with modern cinemagoing, such as food delivered to your seat, I don't think that's necessary or essential to theatrical movies. This is no dig nat the everyday Alamo Drafthouse/Studio Movie Grill/any other theater employees working tirelessly to bring people their food during movies. Y'all have to juggle so much stuff while waltzing around in dark, crowded spaces. Your miracle workers!

No, the problem I have with these concepts is more in the macro sense. A recliner is fine, I suppose. It can be occasionally fun to have popcorn brought right to you. But what I really want in a movie theater is quality picture and sound. I'd trade all the recliners away right this instant to have crisper, consistent projection or more 35mm film projectors at major multiplexes. Ditto sublime sound systems. Giving people a great experience specific to the movie they came to see is essential above all else. All the other external things are just stripes on an automobile. Pretty, but they're not as important as the engines and brakes operating properly. 

Yet the movie theater industry and major studios are always gung-ho about stupid innovations supposedly "changing" the film industry that only amount to a lot of bells and whistles and hollow press releases. Remember the Barco Escape phenomenon, which promised viewers movies that would wrap around an auditorium and project images on the walls? That's just what I wanted when I was viewing Casablanca or Drive My Car on the big screen. Then there was that CinemacCon 2015 panel where movie theater owners began talking about possibly allowing patrons to use their cell phones during screenings. Don't forget about 20th Century Fox's Choose Your Own Adventure movie, which would've allowed audiences to "control" the film's narrative nor the whole digital 3D craze that gripped the film industry.

When the dust settles, Barco Escape ended up shut down in 2018. Digital 3D glasses are gathering dust in North American theaters (the format remains more popular in several international territories). Titles like Knives Out, Everything Everywhere All at Once, and Sinners enthrall moviegoers without forcing people to look at the walls or their phones. Only the IMAX format endures as a constantly popular "new" theatrical exhibition experience, though even Barbie and Jurassic World Rebirth found plenty of box office success without those screens. 

Even IMAX, though, in its own way, reaffirms how the theatrical experience at its core doesn't need drastic alterations. IMAX screens offer bigger picture and more immersive sound, but you're still sitting and watching a film playing out on one screen. The prospect of simultaneously eating dinner or having the story play out on surrounding walls isn't the driving factor behind why people seek out IMAX showings. I saw One Battle After Another twice in IMAX (once in IMAX 70mm) and never once did my mind go "I could go for a recliner right now." I was just captivated by the storytelling.

Make no mistake, though. I'm not saying everything about movie theaters is perfect and should never change. However, multiplexes and studios alike need to realize gimmicks aren't enough to suddenly generate a robust box office haul. Instead, let's make the glorious cinematic experience more accessible for everyone. How about creating more discount ticket days that offer more people opportunities to experience the big screen? Instead of spending money on bowling alleys or recliners, how about incorporating more disabled-friendly seating in auditoriums or sensory-friendly screenings.  Scheduling more specific screenings to meet a local community's demands could also make movie theaters extra valuable to the local populace. 

Putting money into more film projectors, meanwhile, could ensure audiences get a quality theatrical moviegoing experience when they shell out for a ticket. Rich colors and powerful imagery that come from 35mm/70mm showings can't be easily replicated at home, no matter your home video setup. That would be far more interesting than having your swirling chair give you a headache while watching Avatar: Fire and Ash.

We overcomplicate things as human beings. Trust me, I'm speaking from experience. I make mountains out of molehills every day of my life. However, that doesn't mean we have to continue that cycle, including how we approach improving the theatrical experience. There's a notion that some extravagant technological enhancement is the magic bullet that'll make movie theaters as popular in 2025 as they were in 1925. Barco Escape! Digital 3D! Recliners! Food! "Just tell me what you want me to fuck!" as a wise MacGruber said. However, emphasizing proper projection of must-see films (not to mention making screenings more accessible to a wider portion of the population) is what's truly essential. 

People show up to theaters to see Wicked, not necessarily to cuddle up in a specific recliner. Measures should be taken to make sure Wicked is displayed as pristinely as possible rather than emphasizing external elements. You can put in as many recliner seats or fancy dinner menus as possible in theaters. It won't change that the movies themselves are the most essential ingredient at play. Recliners or a costly burger won't make a bad movie great, nor will they compensate for lousy projection. For the future of theatrical exhibition, let's look to more enhancements benefiting the theatrical experience rather than gimmicks so far removed from the films themselves.