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Q: "Which one(s)of the following
films do you believe have been shown at art film Theaters?"
Blair Witch Project
Breakfast of Champions
Shakespeare in Love
Hamlet
Which film do you suppose was
chosen most often by the 20 participants? That's right; the only movie
not to be shown in an art film theater (Hamlet) was the one chosen most,
only because of its association with medieval England. This stereotyping
is an ongoing problem for art and specialty film theaters. In fact, two
quotes from the students polled show the negative view youngsters have
toward the art film industry.
When asked the question "Briefly
describe what you imagine you would watch if you went to see an art film?",
one response was "A very boring film that will probably put me to sleep."
A second, even more critical response read, "Weird crap; most likely cheap
with poor acting." The Camera Theaters must find a way to change their
image and educate teens. They must do something that will help teens realize
that blockbusters such as "The Blair Witch Project" and "Shakespeare in
Love" were originally 'art films'.
The third area of concern for
any theater trying to win customers is location - an issue strengthening
its grip on the Cameras. Located in downtown San Jose, these small art
film theaters are out of the way and inconvenient. According to the poll
taken, if all movie theaters were showing the same movie, the most determining
factor in answering which theater would get the business was location.
In their location, the Cameras are losing a lot of business. Getting on
Highway 280 or 101 at 7:00 p.m., any movie seekers would be risking traffic
jams, accidents, or slow downs. Even on weekends, when traffic is light
and it only takes ten minutes to get downtown, the feeling of driving
to an unfamiliar location across town is not appealing. Add to that the
fact that downtown isn't exactly considered safe and pleasant (even if
the image is incorrect), and the Cameras come in dead last for most people's
choice of where to go to see a movie.
Tied in with the importance
of location is the importance of surrounding business. Again, the Camera
Theaters lose ground in the standings. While AMC's and Century complexes
have new malls housing Starbucks, Jamba Juice, and Barnes & Noble
just across the parking lot, the Cameras sit adjacent to older looking,
barred-up corner stores. There is no family atmosphere downtown, and the
lack thereof is fatal. The Cameras do have some very nice businesses nearby,
but no one is aware of that. When people think of going to 'dinner and
a movie', the first thought in their minds is having steak at Mimi's Cafe
before going to AMC El Paseo or pasta at the Italian restaurant across
the parking lot from AMC Mercado. Very few people, if any, picture a Whopper
from Burger King the ideal setting before going to see Shakespeare in
Love.
And what about the theaters
themselves? The poll taken supported the theory that kids also go to the
theatre they think is most impressive. Two-thirds of those questioned
agreed that they would decide which theater to go to based on which was
newest. This choice makes perfect sense. Where would you rather see a
film - at an old, lonely theatre that still has its 70's shag style or
at a new sparkling complex that features bright tracking lights and large
arcades? The very presence of a huge, state-of-the-art theatre is going
to draw crowds, lots of them - a capability the Cameras don't have. Another
luxury the Cameras haven't been able to keep up with is the seating. The
newest sensation in the large cinemas is the introduction of the love
seat to the theater. And what a necessary part of movies these love seats
are for teens!
The last on-going challenge
in bringing in the teenage moviegoer involves food. Yes, the Cameras offer
popcorn, coke, and candy. The Theaters even offer coffee, sandwiches,
and espressos. But they still trail in the battle of refreshment superiority.
The Cameras' popcorn isn't as fresh, as buttery, or as appealing as the
large cinemas. There aren't nearly as many types of candy for the cavity-filled
mouths of teens to choose from. And the coffee - what adolescent would
sit through "The Blair Witch Project" sipping Colombian coffee rather
than guzzling down a 44 oz. coke? While the AMCs and Century Theaters
stick a $3.50 price tag on popcorn and $2.25 on coke, the Cameras are
barely breaking even charging $2.00 on the same size bag of popcorn and
$1.25 on their coke. In short, the Cameras can not compare when it comes
to hooking kids with the real money-makers: the food and drinks.
Having looked at the differences
between teens' expectations and what the Cameras' offer, it's a wonder
that this David is even breathing well enough to look for stones. It almost
makes one wonder, why have art films made it in other markets, such as
Santa Monica? The question is put to rest by Robert Laemmle, President
of Laemmle Theaters in Santa Monica: "This can be attributed to the fact
that - demographics aside - our market is simply much larger than yours."
Not only is the market larger, but it is also much more educated, sophisticated,
and - simply - older. But an older market also has more responsibility,
which means less time. While an average teen might go to see a movie every
weekend, the more sophisticated 35-year-old target audience of the Cameras
may only get out to the Theaters once a month. Add to that the possibility
that the adult may want to see a film playing at the AMC, and the conclusion
must be drawn that the prime audience member of the Camera Theaters may
only come to see an art film every other month. Realizing the implications
this has on market share for the Cameras isn't rocket science.
In short, Jim Zuur's Theaters
have not yet found a way to draw kids to the show. Movies, such as "The
Blair Witch Project," have had some success introducing teens to the world
of art film. Yet the image of a dry, boring Shakespearean film is still
attached to the image of art films. So, what can be done? Marketing is
hardly a realistic option; the Cameras just don't have enough money. But
there are things that can be done to bring children downtown. For example,
have a Family Night. Give the parents a reason to bring the children to
the Cameras. Having grown up with the theaters, the children may continue
to come back as they get older. Another possible way to draw a younger
crowd is to show movies that are known for their "youth appeal." Even
movies that have previously played may be good to have back in the theater
if it means more children. Bring back "The Rocky Horror Picture Show"
or, especially during Halloween, old Hitchcock thrillers. But it's not
just the movies that need to better suit the "youth movement" in order
to improve sales. The theater needs a remodeling job, maybe a small arcade
room or bright lights - something to energize moviegoers. But this opens
a whole new can of worms: should the Cameras gear their sales toward teens
if it means losing the intimate, mellow atmosphere? The answer isn't so
simple. Maybe best put, if there is an alternative that will enlighten
teens about art theaters, then put the eggs in that basket. If not, the
atmosphere must be changed in order for there to be an atmosphere at all.
Whatever the result, the teens must be educated about the true art film
industry and what it's all about.
One poll-taker summed up the
ignorance of today's teens well. When asked if he had ever seen an art
or specialty film before, the boy replied, "I donít even know what
an art film is." This is the harsh reality the Cameras must face. This
is the "truth" the Cameras must find a way to falsify. Without spreading
the Theaters' appeal to a younger audience, Jim Zuur has no chance of
keeping his specialty films on the screen. Gone will be the Camera Theaters.
Gone will be art film in San Jose. Gone will be the legacy of small, welcoming
movie screens. The only thing left will be the distant memories of the
David that fell a few stones short of overcoming the giant.
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