Megaplexes only seem to be taking away customers. If circuits did a considerably better job of maintaining and upgrading their current multiplexes, they would find patrons quite responsive and willing to return. If the market is to grow, film marketing needs to embrace the new consumer, as well - the one who cares about how his time and money is spent. The Internet can serve this need, but so can newspapers, television, and radio. The day is gone when any service-based business can hope to expand through seduction alone.
Information is the key to reaching more of today s consumers.
Thus, the solution is not to close 40 percent of the nation s screens, thereby reducing patron access and convenience, but to focus on improving those theaters now standing, and opening up the market so that true competition can effectively drive out those unwilling to meet the demands of a free enterprise market. If the distributors and large circuits are convinced that megaplexes have eliminated all hope for smaller multiplexes, let them assure a new breed of exhibition entrepreneurs that quality product will be available - and that they ll have no problem finding willing buyers for their outdated facilities. Many of those facilities will make ideal locations for new, digitally equipped startups, and excellent showcases for independent works. Those formulas punitive effects eliminate any possibility of getting theater owners to contribute to the high cost of film promotion. They need to be changed or eliminated.