Last night I took my wife and daughter to the local Event cinema to see Captain America: Civil War. I loved the film but…
Let’s see, where should I start?
Price! Two adults and one child cost me $70 for the tickets alone. We did see it in VMAX. VMAX is supposedly a bigger and better screen, with better chairs and a better experience. Ummmmmm… Yes, the chairs were better but that was the only improvement that I really could feel. But $70! The question I ask is “was it good value?”
I guess value is based upon the variables cost and expectation. I expect that for $70 I will get an immersive experience of the film. But I did not. Someone whipped out their iPad and the light distracted me. No cinema attendant came to stop them. I had to glare and hiss at the culprit. The person behind me was crunching away on chips and several people in nearby seats kept whispering. At least a couple of times mobile phones were switched on. It was really distracting.
Years ago, when I was a kid, tolerating the behaviour of those around us was part and parcel of seeing a film a year or so before it hit television (yep – I predate the video era). But now I have a giant high definition television in my own lounge room. I have five speakers and a subwoofer set up around my viewing area. With a Blu-ray player, AppleTV, BigPond movies and Foxtel my home experience is so much superior to what I experienced last night. My home experience is also so much cheaper. The only difference is that I have to wait a few months before I can see films at home. And that can be frustrating if I don’t want spoilers.
Will I ever go to the cinemas again?
Probably but not often. Mostly if friends want us to go with them. But I know that I won’t enjoy it as much as I can at home.
So no, in my opinion going to a cinema to see a film is no longer value for money.
Can cinemas do anything to change my mind?
I think that they really need to enforce considerate behaviour if they intend to charge that much. If not, then prices should be lowered to something more reasonable – perhaps half the current prices. $35 for an evening film viewing for a family? Yep – good value. But $70? No way!
I would be interested to hear your opinions on this.