More and more exhibition chains are seeing the value in a premium movie-going experience, with the quality of the food and drink going up exponentially. The chains are embracing this after seeing the success a handful of independent houses have had by offering micro-brew beers and restaurant-quality food for a higher ticket price.
The changes are being made as theaters try harder and harder to compete against the bigger, higher-quality screens people are putting in their own homes.
In their desire to put as many of their eggs in the basket of summer as possible, studios are willing to risk overwhelm the public with each weekend’s releases.
The summer of 2008 will see 25 major releases compared to 2007′s 18. That’s leading to a handful of weekends where flicks appealing to the same audience are opening on the same weekend, something that’s generally been avoided in the past.
That leaves marketing to differentiate each movie from its competition. If you’ve got two comedies to choose from on a given weekend which are are you going to decide on? The one with the stronger campaign. Whether that means online components, TV spots or whatever, the best campaign will likely win.
It’s ridiculous that they’re thinking like this since this is just the kind of thing that leads to a movie opening strong and then dying immediately as something new comes up. It also means the odds of a flat-out blockbuster go down as the audience is diluted.