"I'm mad as hell . . . "

Recently, Paul McEneny had a post in which he decried the "displaced reality" of today's marketing tools. In my comment to him, I said that he sounded like the Howard Beale character in the 1976 film Network. Beale is a wisely deranged TV newscaster who wants to wake up America. He tells his audience, "I want all of you to get out of your chairs and go to the window and yell, 'I'm mad as hell and I'm not going to take it anymore.'"

This me got to thinking, "I haven't seen "Network" in a long time. Let's see how well it holds up 30 years later." And so through the miracle of Netflix I rented it. And I can report that "Network" holds up quite well. It was nominated for 14 Oscars and won 4 -- including one for Peter Finch who played Howard Beale. The movie's got it all: New York big media, office romance, terrorist groups who become media darlings, corporate power, lots of 70s facial hair, and four buckets of cynicism. I heartily recommend it. Also with Faye Dunaway, William Holden, and Robert Duvall.

After watching Network, I thought to myself: "What things bug me?"

Well, here's something. And maybe it bugs you too. I went to the movies on Saturday. I don't mind sitting through a couple of previews before a movie, but lately it seems as though there are just too many previews. Three previews and I think, "Okay, let's watch the movie." Four previews and I think, "This is crazy -- don't they respect the audience here?" Before yesterday's movie I sat through a 2-minute Coke commercial and SIX previews for a total of 22 minutes of stuff before my movie came on (all of this AFTER the posted start time). This had clearly crossed the line.

So this is what I did after the movie. With Howard Beale's words ("I mad as hell . . . ) still fresh in my mind, I asked to see the cineplex manager. He came out and I introduced myself to him as one of his customers. I told him that, in my opinion, six previews was excessive -- you're stealing time from me." He said, "No one else complains." And I said, "Maybe they're not here. You ever wonder why film attendance is flat? People realize that they can wait three months and watch the DVD at home without having to be bombarded with 22 minutes of ads." "Good point -- I'll look into it," he said. And he gave me a free ticket for an upcoming movie.

What bugs you?

Comments

[Paul McEnany]

Oh, man, I'm sure we could go on for days.

As far as the movie theater, they fell into the money trap rather than looking for balance. Obviously, some people like previews, and maybe one ad is ok (even though, after paying good money for the ticket, even that seems a little obtuse), but they forgot that balance is the most important. So, because they want some short-term gain, they've given up on the big picture. And, then, everyone loses.

Mark Cuban made a call awhile back for help on how to get people back out to the theaters.
http://www.blogmaverick.com/2006/07/23/the-movie-business-challenge/

If you look through some of the comment thread, you'll notice that while the decreasing quality of movies is a huge problem, it seems a crap theater experience is just as bad. Once again, they've tried to gain extra money in some places, cut money from others, and seriously hurt the experience of the theater in the process. It's a shame, especially now, when it's so easy to find something new...

[Mack Collier]

I think the theaters have fallen into a self-destructive trap. The user experience is crappy, the chairs are uncomfortable, the theaters are dirty. So ticket sales fall, and to make up for the revenue falloff, the owners raise ticket prices, popcorn prices, candy prices, and coke prices, while adding more trailers.

Which of course, all of this adds up to an even worse user experience.

[David Armano]

I get so happy when i hear "marketers" talk about the customer experience. Mack and Paul, you both make good points. The movie theatre industry needs to wise up. Some are trying with updated lounge areas and better seating etc.—but they need to innovate further.

BTW Roger, your pics from Vietnam are really cool. And nice to see you with your son! I hope I'll do things like that with my little guys when they get not so little.

Last thought. I love that seen from Network. And all the parodies that have been inspired from it too. :)

[mindblob]

Roger,

I think there is more to it. Cinema is suffering from DVD, pay-per-view, home-cinema phenomenon.

Why would people want go out, on a fixed schedule, pay more, to wait more, to see more advertising & more previews? BTW : if they like previews and ads, they've already seem them on the Internet, if they don't... they are getting forced to view them. Wrong "push" positioning all the way.

I think advertising planners are aware of that. As TV/cinema producer for an advertising agency in Belgium, I can tell you that for the last few years the number of ads extended to cinema (as a media) has dramatically dropped. Well, at least on our market (have no idea about the states)

So your experience should really not have happened under these circumstances, Roger. And yes David : the movie theater industry should wise up... and innovate, if they want to survive. Lounge area (indeed appear around cinemas in Europe as well), exclusive content, special guests and events, short films, new young talented directors, etc.

[Roger von Oech]

Paul: Thanks for the heads up about the Mark Cuban thread. I went to it and found some interesting proposals.

David, Mack: I'm glad I'm not the only one who goes bonkers with excessive trailers, and other unpleasant conditions in some theaters.

Dr. Mindblob: Looks like a good reason to catch a flick at a Euro cineplex!

[Paul]

I went to see Borat last night, which was the first (mainstream) cinema complex I had gone to in the states - and by God are you right! I couldn't believe how many trailers there were for films.

Now I usually end up enjoying the trailers more than the film they preceed - at least in the UK when there are only 4 or so. But this was certainly overkill.

I totally understand your frustration!

[simon]

I'm reminded of this site,

http://youpissedmeoffyoubastard.blogspot.com/

A lot seems to bug him and on a regular basis. Must admit I agree with Angryman on most of it, good to see him get things off his chest.