As the entertainment landscape emerges from the shadows of the COVID-19 pandemic, movie theaters are grappling with the need to evolve. Traditional cinema has encountered significant challenges, yet, during this time of uncertainty, innovative strategies have teemed to reinvigorate the industry. Cinematic chains, both large and small, are pivoting from the conventional model of passive viewing, integrating diverse offerings that redefine the moviegoing experience. For instance, Dallas-based Cinergy Entertainment exemplifies this new approach with ventures that extend far beyond just screening films.
In 2022, Cinergy launched its Axe Throwdown—a mix of athleticism and entertainment—that rapidly ascended to become a top attraction within their venue. This initiative, which pairs movies with axe throwing, illustrates a growing trend of intertwining leisure activities with cinema. By introducing multi-faceted entertainment opportunities, Cinergy is not only captivating audiences but also diversifying its revenue sources. Their strategy includes inviting patrons to unleash their inner lumberjack in a controlled environment, enriching the overall experience while fostering group engagement.
Excitement Beyond the Screen
Beyond physical activities, companies like Santikos Entertainment are enhancing the value proposition further by integrating bowling and social interaction in their theaters. This fusion of activities reflects a broader understanding that patrons are seeking more than films; they desire an all-encompassing experience. Santikos reports that play activities can yield up to 20% of its revenue, showcasing how diversifying offerings can contribute to business sustainability.
Furthermore, Santikos’ approach emphasizes community engagement. Following the passing of its founder, John Santikos, the establishment of a charitable foundation embodies a legacy of social responsibility. As patrons enjoy their entertainment, they are simultaneously contributing to causes such as health, wellness, and education. By creating bonds with local organizations, Santikos demonstrates the significant impact that theaters can have beyond the box office—drawing in audiences who value community contribution.
A Welcoming Environment for All
Inclusivity is another key aspect where modern theaters aim to stand out. Cinergy’s Sensory Friendly Screenings, for instance, offer adjusted conditions for guests with autism and sensory sensitivities. The reduction of sound levels and adjustments in lighting create a comfortable environment that caters to diverse audiences. This focus on accessibility not only helps capture a broader demographic but also cultivates a sense of goodwill within the community. It’s crucial for theaters to recognize that entertainment should be inclusive and accommodating to everyone, and this initiative is a promising step forward.
Hearing about community involvement and outreach initiatives highlights that these entertainment venues are not mere commercial enterprises—they’re becoming integral parts of their locales. The drive-in model, exemplified by Moonstruck Drive-In, reinforces this community-centric approach, encouraging family gatherings through their open-air screenings. The social aspect of these experiences—where family and friends set up their own spaces, play games, and enjoy freshly sourced food from local vendors—creates cherished memories that cannot be replicated in the isolation of home viewing.
The Power of Experience
As Andrew Thomas of Moonstruck Drive-In poignantly notes, the memories associated with theater visits often hold a special, lasting quality compared to those linked with streaming at home. This demonstrates a fundamental truth: the essence of cinema lies not only in the stories told but also in the collective experiences shared. The drive-in environment uniquely capitalizes on that sentiment, fostering intimacy and connections among guests.
Technological advancements also play a pivotal role in enhancing the experiential aspect of cinema. The integration of laser projection systems improves image quality, addressing the environmental challenges posed by outdoor screenings. As more theaters adopt these innovations, the theatrical experience becomes increasingly compelling, drawing in patrons who would otherwise resort to streaming services.
At the heart of these changes lies a desire to “eventize” the moviegoing experience. By creating moments that go beyond the traditional one-way exchange of simply viewing a film, cinemas can rekindle excitement and a sense of community. Whether through themed menus based on popular films, exclusive events, or interactive dining experiences, the possibilities are endless.
By embracing creativity, community, and inclusivity, the cinema industry can emerge stronger from the challenges posed by COVID-19. In a world where the entertainment landscape is shifting rapidly, those who adapt and innovate will not only survive but thrive, proving that the cinema remains a vital cultural cornerstone in society.