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| Ad for 4DX Experience |
The cinema experience, by default, has got to move to a higher level - but the cinema exhibition industry, for the most part, isn't aware of that yet!
Like all businesses, cinema exhibition must embrace the tech revolution and will have to deploy the latest in audio and visual sensory devices to lure (and keep) audiences. Going forward, cinemas will need to give consumers a very good reason to leave their ever expanding entertainment option at home (and elsewhere): streaming services, video games, 4k TV, digital/surround sound, and the upcoming and eye-popping virtual reality experiences which will redefine home entertainment.
At this time, all of the 40,000+ cinema screens within the U.S. have converted to digital projection allowing them the capability to not only exhibit movies but to stream live concerts, sporting events, and a huge array of alternative content. But cinema will need to do more !
IMAX has proven that consumers are willing to pay a premium ticket price for an 'experience' but the enhanced experience must be for real and not a gimmick. For example, the CJ Group, a Korean company, has introduced a system dubbed '4DX Cinema'. 4DX equipped auditoriums (several have been opened by the Regal Entertainment chain), on average, generate 3X the revenue of a regular cinema. The 4DX experience includes, moving/vibrating chairs, along with wind, strobe, fog, and scent-based effects synced to the on-screen action. The upcharge for the 4DX 'experience' is $6-8 per admission - but sells out. The upgrade to 4DX cost from $1.5-2 million per auditorium so it is iffy as to its mainstream acceptance: however the writing is on the wall that moviegoers will expect to have some sort of added experience when visiting a cinema.
I believe that as time passes, exhibitors will have little choice but to improve their movie presentation experience - it's inevitable!
Brace Yourself For The Award Shows
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| This is how you accept an Oscar - who needs to talk. |
Get ready for politically charged movie award shows. The Emmys, Oscars, SAG, Golden Globe, Critics Choice etc. award shows will be politically-driven and all about the Presidency, global warming, and being socially inclusive. My guess is terrorism will not be talked about other than reference to gun control. The theme of 'inclusiveness' however will be fully vetted (no pun intended).
It's not that I dislike discussion of the various views on the geo-political landscape so long as the facts are correct and the rhetoric doesn't degrade into a forum for spewing personal agendas.
Hollywood has a definite role to play regarding the world in which we live and the events taking place and a responsibility to address these events through well conceived and delivered films. The average European, American, and Asian feel less secure than they did last year. An insecurity spawned by political terrorism, as well as, homegrown derangement.
Honest and constructive commentary is needed by those whose opinions matter to the public. Personal rants at award shows don't do anything to help and foster more resentment.
Best,
Seymour Flix
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