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Friday, August 19, 2005

A different type of cinema

The movie business is under threat. Home theater systems, DVDs - pirated or real ones, now movies that can be played over an enabled mobile phone - so what to do?

Some Chinese theatres had figured it out earlier, and now, the US is following in a similar strategy.

Hamid Hashemi, the president of Muvico megaplexes, has figured it out. He says that ""So what makes someone pass up one location and go to another one? It's how you package the experience."

Gotta love tha, even so, this counts for the smaller players in the market, while the bigger ones say that their patrons basically want to see the movie together with a Coke and Popcorn.

The smaller movie theaters feature full bars and allow customers to take their drinks, even alcohol, if you are above 21 years of age, to their seats. They offer other amenities like a reading room, a concierge desk to help with post-movie dinner reservations and taxis, and live entertainment in the lobby. Some also have video arcades.

" Muvico may be the most ambitious of them all. Muvico theaters are huge and, melding the throwback idea of the glamorous movie palace to the contemporary fixation on theme parks, all designed according to grandiose themes; the 1950's, for example, or ancient Egypt. Between 50,000 and 60,000 moviegoers a week pass through the 4,600-seat Paradise 24, visible from I-75 in Davie, Fla., which was constructed to look like an ancient Egyptian temple, columns and decorative hieroglyphics included. The Palace is a homage to the faux-Mediterranean designs of the architect Addison Mizner, who more or less built Boca Raton."

Interesting experiences, great ones, since we live in the age of customer experience.

(By Asia Business Consulting)