Is Cinema Really Dying?

Every year or so an article flies out from the dusty presses; cinema is a dying medium. How much truth is there to this? Well, perhaps there is some underlying truth, but not for the reasons that are making the headlines.

Back in 2017 the BBC released a study where analysts correctly forecasted a fall in cinema attendance that summer. They blamed a trend of making sequels and the rise of streaming services. When the statistics came in, it was mostly movies aimed at young children that made any sort of impact on the US Box Office. Indeed, IndieWire reported that the 2019 Box Office is down nine percent from last year, and that Hollywood is concerned. A lot of people complain that everything that comes out of Hollywood now follows the same formulas, whilst being the same people that condemn anything new for being ‘too weird.’ In an age where everyone can share their opinions on any topic in just the click of a button, perhaps we’re putting too much stake in box office takings? These executives seem to think they’re being robbed somehow, but instead of blaming a particular genre or piracy, let’s look at this step by step, the way most people go about their cinema experience.

1. Trailers

The first thing that grabs most people’s attention is a good movie trailer. Whilst this may not be true of all movies (there are some that you anticipate months or even years before a trailer is even shot), independent features or new films rely on movie news and trailers to get the word out about their release. It wasn’t until a friend and I made a point of watching recent movie trailers on YouTube that I realised just how out of the loop I was when it came to movie news.

With the rise of streaming services and pausing live TV, the times of watching advertisements on television became a myth whispered in hushed tones. Social Media adverts were the way forward, but targeted ads mean it’s still not likely you’ll hear of the latest release organically unless you subscribe to several movie news pages. So, how are we supposed to know what’s coming out, and whether or not we want to see it?

Even with having seen the trailers, and identifying a few movies we wanted to see that month, the trailers did not include release dates, and suddenly when we went to look at what was on at the cinema, the films we wanted to see were on their last days! This included releases that were horror/thriller films, ending a full month before Halloween (surely, a time for horror films to be celebrated?).

Perhaps my friend and I just have awful timing, but in a world of 40+ hour work weeks, convenient streaming and ‘smart’ targeted ads, I’m sure we can’t be the only ones who feel that some movies stealth their way in and out of the cinema.

2. Ticket Prices

So, you’ve found a movie you want to watch. Now it’s time to book it. My local Cineworld charges £11 for an adult ticket. Some cinemas charge a little more, some a little less. A snack with a drink is £9. That’s £20 per person, not including any travel if you don’t like within walking distance of the cinema. £20 per person is fine, if you have that kind of disposable income. For many in the current financial climate, that £20 is better spent elsewhere.

However, let’s say you decide to treat yourself. What is the likelihood you’re going to want to see that exact same movie again? If it were cheaper, maybe you’d have multiple viewings—there are films I’d happily have gone to see every day if I could have afforded it. Instead, I said the words that I’m sure many people have said, some even before seeing the film at all; “ah, I’ll just wait for the DVD”. After all, the DVD will likely be £15 at most.

3. The Experience

Let’s be honest, Cinemas just aren’t working for their customers. It’s nice seeing a film on a big screen, I still wish I’d gotten to see the likes of Lord of the Rings or Jurassic Park in a full on cinematic experience, but at the current prices people are feeling a little bit conned. When you go out, you want to have a good time—not gamble your £20 on the possibility that you may or may not enjoy yourself. A fellow admin told me that her local cinema offers a VIP package, with luxury seating and a buffet of food—it’s £35 a ticket, but you’ll feel like royalty. People are willing to pay more for a good experience, if you can guarantee it’ll be good. Most cinemas are relying on you enjoying the movie, and don’t really care about their own end of the bargain.

If the Cinema really isn’t packing them in like it used to, why not remodel the seating? Have a few less seats, a little more space, do something different. Have a designated children’s screen with beanbags at the front. Have a £X snack package. Offer limited availability VIP screenings. Every other business in the world has a little something every now and then to make their customers feel like their either getting a bargain, or being treated like the Queen herself. Why should cinemas be any different? If the traditional cinema experience isn’t enough to make people want to go, do something about it, don’t just complain that streaming services and comfy sofas are stealing your viewers.

I’m not sure if cinema is ‘dying’. I think, perhaps, it has been hanging by a thread for quite a while now, skirting by on the bare minimum. Now that competition in the industry is getting fiercer, it’s time for Cinemas to step up their game. I look forward to seeing if they can rise to the challenge, or if they complain themselves to death.