Not so long ago it appeared that the cinema was in permanent decline. Audiences first fell with the advent of television and they were dealt a further blow by the introduction of video and video rentals in the eighties. I'm sure we all have memories of early cinema visits, whether Saturday morning films or family outings, but even then, it probably had the air of something that was coming to an end. A friend of mine recently related how he remembers being taken by his father on a nostalgic visit to the last night of a cinema he had frequented as a child and in classic films like 'The last Picture Show' and 'Cinema Paradiso' the industry itself lamented the passing of a golden age. But times have indeed changed. Now in the age of multiple TV channels, Netflix and the boxset experience, cinema in the UK has not only survived but is thriving, whether it is multi-screen complexes or more specialist art house cinemas.
According to the UK Cinema Association, 2018 saw the highest attendance levels since 1970 (177,001,481). It also reported that over a dozen new venues were opened during the year and 'many other sites enjoyed significant refurbishment and investment in new technology'.
At a time when retail is faced with the challenge of stay at home shoppers are there lessons to be learned from cinema audiences and what is it about the movie experience that still draws the crowds? In a very unscientific manner, I asked a cross-section of colleagues and friends about their cinema experiences and what made them go back.
The answers were varied and interesting. Some were drawn by the wide choice of films available at a multi-screen venue, others stressed the communal experience of getting out of the house and watching a film in a relaxed and fun environment. Others relished being 'one of the first' - seeing something unique that was not yet available on TV and for yet others there was something unique about the building they were visiting and for one individual it was a special event. Further enquiry revealed that this event was in fact a showing of silent movies accompanied by a pianist. Now you don't get that in your front room! The previous week the same colleague had seen a film that was followed by a live question answer session with the director.
As to favourite cinemas there was much support for the deluxe screen experience at a local multi-screen complex that included armchair seating and free food, one pointed out two screens at an arts centre for an all-round experience that included a picture gallery, live music and a large bar and restaurant, while two voted for what I would term buildings of special interest, one being a fabulous renovated 1930s cinema in Berkhamstead (The Rex) where in addition to plush balcony seats you have the option of a 'table for four' where my friends' preference was for a bottle of wine and a platter. Another choice was Regent Street Cinema in London, believed to be the location of the first cinema in the UK. Again, it wasn't just the product but the whole experience that was the draw. Times have certainly changed from my early experience of broken seats and queuing for a Kiaora.
Today there Is a scientific approach to cinema opening and screenings with an emphasis on audience segmentation analysis. The Independent Cinema Office differentiates between the cinema going experience of 'popcorn, comedy and thrills for the teenage audience contrasting with a bar drink and quality film for the 40+ year olds' and suggests specific measures such as clubs and special offers to retain and increase attendance by different sectors.
Are there lessons for retailers when it comes to drawing the crowds? Location, choice, design features, events, product launches, loyalty and discount schemes, an immersive customer experience. The themes are familiar and perhaps the solutions are not that different.
