By Steven Dragan, TK Architects International
October, 2015
“Should I go the Emergency room?”, “Is it possible to make toast in a microwave?”, “Is pizza healthy?”. Everyone knows that the best way to find trustworthy answers to the most important life-questions is to ask Google.
As a Cinema designer, I want to know about Cinema trends. Normally, I attend conferences, talk with clients and investors, and hold office brainstorming sessions, but this time I turned to Google. Here is what I found when I asked the internet “what are people saying about going to the movies?”
My method of research was to spend an unhealthy amount of time reading online theater reviews. My goal was to glean some type of insight on how customers feel about the current cinematic experience. I learned three things about movie theater reviews, none of which can be proven scientifically.
First, all really, really bad reviews (1-star reviews) have one thing in common: they involve people. They go something like this, “I’m very angry because a human-being was rude to me so I’m never coming back.” 1-star reviews almost never had to do with the facility itself. This means that regardless of the amenities offered, condition of the facility, or technology used, a movie theater can earn a 3-star review simply by making sure all interactions between human beings are positive, which isn’t necessarily easy to achieve. On the other hand, it is easy for a state of the art cinema to drop to a 1-star review with one bad interaction. The rare exception, in this unscientific study, where the facility itself will earn a 1-star review is when something smells funny; and rightfully so.
Second, all really, really great reviews (5-star reviews) have a few things in common: they praise new amenities or special offers. No big surprise here. People are very excited that they can drink alcohol or that the seat leans back or that the speakers go to eleven. Customers who leave reviews seem to be dialed in to which cinemas are offering enhanced experiences, whether that’s amenities or promotions. To win better reviews, the cinemas must reinvent themselves at all times, whether through new promotions, discounted popcorn, engaging apps, or new carpet, paint or lighting.
Third, 3-star reviews have one interesting thing in common: they are comparative, usually referencing other theaters. They don’t just say the food, facility, seats, or décor were okay, they note that there are other options which are better. Here is my favorite quote from the 3-star category. “Meh…This theater’ is pretty much the most average movie theater that there is, and despite living so close to it, I almost never end up here”. There were countless reviews like this that portrayed a customer who is making a conscious decision to avoid average.
So, what’s the big deal if a customer states that they would theoretically choose one theater over the other? Do stars really translate into dollars? Simple answer: not sure, don’t have the data; but as a consumer and someone with decision making power, online ratings influence my decisions, and many of the people I know. There are a dozen movie theaters that are reasonably close to me. When deciding where to go, I first consider word-of-mouth reputation, and then I check Yelp! or Google Reviews and make a decision. Regardless of my understanding of what the cinema actually offers, online reviews are causing me to avoid 3-star-average and make a choice from among the 4 and 5 stars. Without knowing it, I am voting for cinemas that have better seating, enhanced food, additional entertainment options, and premium technology. I believe this impacts overall cinema trends.
Beyond influencing personal decisions, the insights from 1-star, 3-star, and 5-star reviews seem to be painting a bigger picture of what people are looking for at the cinema. Ratings and reviews suggest that movie-goers have an expanding appetite for the enhanced experiences we are creating. This is good news. As someone involved in the cinema industry, this gives me confidence. As a designer, this makes me excited to continue to imagine and elevate the movie going experience. As a regular person, it just makes me want to stop reading all these reviews and actually go to a theater, a great one of course.
Bonus Reading: Here are 10 excerpts from online reviews that I found insightful. See if you can guess the star rating for each excerpt.
- I think $20 per ticket is a very fair price compared to regular theaters price.
- And who knows…maybe the whole remodeling was an attempt to renew their reputation. Whatever the reason; it was a success. The renovation has made a believer out of me.
- Why do dinner and a movie in 2 places when they combine the 2 so well here?
- Why don’t they have a membership card which allows customers to earn loyalty points towards free snacks?
- Seats are 5 star. Food is 2 star… I still go to this theater on occasion for the seats, but I’ll never order the food again.
- I could not get over the smell of musty odor which reeked from the time I walked in and simply pungent when in the theater
- So in love with this place! Their specialty cocktails are a major reason to start a night out here.
- The staff is rude, no one smiles. All they know is to bark orders of no cell phones or recording devices.
- The screen is 10′ by 20′. Not big. Tiny. Place should be called “Tiny Picture”. Website boasts about a jaw dropping surround sound system but the only time my jaw dropped was in shock after seeing the tiny screen.
- Love, love, love this place. But management, I’ve noticed the bathrooms have been looking a little neglected with maintenance. Please fix this cause I LOVE this place. Did I mention I love this theater?
Answers:
1***** 2***** 3****** 4*** 5*** 6* 7***** 8* 9*** 10*****
