Netflix Goes Retail

In the works for some time, Netflix will soon be debuting its first two retail locations. Where or of what size these outlets will be has not yet been announced. All that is known is that the 'centers' will serve food and drink, sell merch, and feature "immersive" activities based on Netflix hit shows and films, like "Squid Game".

Netflix Pop-up featuring 'Stranger Things' show.

 This is a good marketing tactic by Netflix. The outlets are essentially vehicles to bolster the brand and cement fan engagement.

Netflix has been deliberate in this effort. To date, they have launched over 40 pop-up sites to test market the concept. Called "Netflix Bites", besides concession, these sites offered fans of various original shows the ability to compete in games. For example, in the Squid Challenge, over a 70-minute timeframe, participants were presented with six challenges to solve. Tickets started at $39. Also offered were exclusive merch based upon original shows and films.

Pop up 'Netflix Bites'

These trial stores were very successful and fulfilled the goal of supporting the Netflix brand.

In a final note, as of October 1st, Netflix officially ended its DVD mailing business, which it ran for over 25 years. As a final gesture to customers, those that had DVD were allowed to keep them.

By: Jim Lavorato, Entertainment Equipment Corp.

Want Less Sex in Movies, says GenZ'ers

 A poll, conducted by UCLA found that Americans between the ages of 12-24 want to see less sex on screen at movie theaters, in streaming content, and on TV shows. 

51% polled said they would like to see less sex, while 48% said, "sex isn't needed" for most movies and TV shows. 44% felt sex and romance were overused, with most saying they would never go on an on-line date. Even more revealing was that 56% preferred to watch original stories vs. adaptions, remakes, and sequels.

Other finding from the study:

• Racial stereotypes were intensely disliked.
• Surprise, GenZ'ers believe social media is "authentic" with TikTok considered the most authentic platform. Even though TikTok delivered more disinformation than any other platform.
• Favorite stories were those "where people beat the odds" and "people with lives like their own".

According to Psychology Today, GenZ'ers are having much less sex than prior generations and with fewer partners. It's a good and bad situation. Gratuitous sex is probably not necessary to the plot of many films and TV shows. To my mind, if the sexual content is relevant to the story being told than find, if not, then it should be excluded. How graphic the sex scenes are is to the film maker and again does it fit the narrative.

By: Jim Lavorato, Entertainment Equipment Corporation, EECcinema.com

Is the Movie Intermission Back?

Like everything, the cinema moves in cycles. Genre's change, themes come and go, moviemaking evolves, as does viewership. One of the traditions of viewing entertainment is the intermission.

It's a good thing, bring it back.

Intermissions or commercial breaks are commonplace in live theater, operas, sporting events, even concerts, but the tradition of intermission at cinemas has faded over time. 

In the 1950's going to the movies was to see a double feature. Two movies screened back-to-back. With an intermission between features. But the movies back then were only 90-120 minutes. Those that were longer, had an intermission. 

Today, many movies hit the three-hour mark - some even hit and exceed the 200-minute mark. This makes for a very uncomfortable audience, to the extent that it may preclude them from going to the cinema and waiting to view (stream) the film at home where they can pause or stop the presentation as they wish.

Now, some cinemas are experimenting with bring back the intermission and it seems to be a win-win for the exhibitor and the moviegoer. 

Vue Cinemas, a UK theater chain, brough back the intermission recently for the screening of 'Killers of the Flower Moon' (which is 206 minutes long). The intermission is 15 minutes long which provides patrons the opportunity to stretch their legs, use the restroom, and purchase concession. 

Tim Richards, Vue CEO

"Our recent analysis shows that customers would like to see the return of intermissions, with 74% positive feedback. There aren't many events left where you're sitting in one spot for several hours", says Tim Richards, Vue's chief executive. 

This move, I believe, is necessary given the overlong runtimes of more and more films. The Batman, Avatar: The Way of Water, and Oppenheimer come to mind - which all hit the three-hour mark.

Directors of these films, and they are hitting the silver screen with more frequency, defend the long runtimes as required to 'tell' the story...and they're right. Most of the highest grossing films in history fall between the two- and three-hour range (Titanic, Gone With the Wind, Ben-Hur, Godfather II) Now, even superhero franchises routinely hit the 140–150-minute mark.

So, it's not surprising that audiences want the intermission brought back. This 'tradition' is more considerate to the cinemagoer and might very well lure consumers back to enjoying the 'cinema experience'.

According to Tim Richards, "The issue wasn't long films but how cinemas can make the experience better. We had many people write us and say they attended 'The Killers of the Flower Moon' only because we had an intermission." 

Intermissions at cinema presentations isn't new, it's about cinemas offering another customer-friendly element to enhance their movie going experience - and, it appears, a large number enjoy having a break during long duration films. 

Martin Scorsese

I note, with great dismay, that as of Friday, 10/27 Paramount and Apple Original Films have formally informed cinemas that they are required to screen 'Flower Moon' in its entirety without intermissions. Scorsese, stating that having an intermission, "violates" the film's creative vision. C'mon Marty that's BS, you're bigger than that.

When you go to a great Broadway show the intermission doesn't distract from its artistic vision or value. In fact, it may enhance the enjoyment as the audience is more relaxed and anticipates the next part of the 'experience'. 

By: Jim Lavorato, Entertainment Equipment Corp.