They go by a variety of cutsie names--Diaper Daze, Reel Movies, Stroller Matinees--but their mission is as serious as a quarterly earnings report: increase revenues. Beset by increased
operating costs, threats from new distribution channels (think Netflix), and mindful of a precipitous drop in audience attendance last year, theater owners across the country are inviting moms to
bring their li'l ones to midweek movies. It's a brand-new trend, reports the Los Angeles Times. While most cinema operators charge a discount for the kids, several ask full ticket
price. It's not as if these businesspeople are all of a sudden more tolerant of noisy, sticky-floor screenings, but they are facing the reality of a rapidly changing market. There are all
sorts of theories as to why audience numbers took a hit last year. One, of course, is that the films were disappointing, meaning a rebound is almost certain. But other industry observers argue
that the collapse of the cinema window--the date between theatrical release of a picture and when it becomes available to rent or purchase--has hurt the theater business in a fundamental way, and only
a rethinking of the basic business model will lead to renewed success. The advent of moderately priced large-screen TVs has likewise made staying at home a more appealing alternative than spending a
wad of cash at the local cineplex. In all, theater owners will need to do whatever they can to put customers in their posh, reclining seats. Inviting them to bring their infants and toddlers one
day a week, regardless the annoyance factor, is probably a smart tactic, at least for the short term. It's not clear if there's an opportunity here to advertise either to the kids or their moms during
the pre-movie trailer cycle, although there might be.
advertisement
advertisement
Read the whole story at L.A. Times »