Child's Play : A Kiddy Cinema

Auditorium with front play area

Cinemas have tried lots of ploys to lure moviegoers, the latest being premium dine-in theaters. Now, a new concept is making a play for enticing audiences (young ones) with the Kiddy cinema.

Called Cinepolis Junior, after the Mexican Cinepolis theater chain that is championing it,  the concept is to devote auditoriums exclusively to children.  The seats are brightly colored and the concession is an array of children's snacks.  Bean bag seating is available as well.

But wait. Cinepolis goes further - the auditoriums are outfitted with slides, rubber ball pens, and teeteers. The play areas are open 15 minutes prior to and after showtime but "house lights are left on for the entire show so restless children can roam and play."  Is this an unbelievably horrible idea or what!

Bean Bag seating anyone?

Now, I know, as well as you, that cinemas are looking for any marketing ploy to increase admissions but the kiddy cinema completely spits in the face of what going to the movies is all about.  But, perhaps we should have anticipated this. The dine-in theater concept, which has been fully and successfully vetted by the Alamo Drafthouse movie chain, appears to work for some moviegoers. Alamo, where full-out dining is allowed but cellphone texting and talking during the film is prohibited. So, it's ok for the patron next to you to be dining on fried chicken with biscuits and gravy but texting gets you ban from the theater. What's up with that, Alamo?

Cinepolis, betting a lot on the Kiddy concept

Dining aside, jungle gyms in cinema auditoriums are pushing the envelope into the crazy zone. Children are chaotic. They need guidance, not a free-for-all environment. What works for children very well in the back-yard or play park is not appropriate for a cinema - where the movie is central.  I pity the kids who go to enjoy the film only to be completely distracted by others playing in the aisles.

Cinepolis is putting lots of  money behind the 'kiddy cinema' concept. In addition to Junior screens in Mexico it is opening Juniors in Los Angeles and San Diego on March 18th. Let's see how they do.