EntertainmentThere's Nothing Sacred About The Film Theater Expertise Anymore

There’s Nothing Sacred About The Film Theater Expertise Anymore


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There’s a brand new advert that performs earlier than each film at AMC theaters. After half-hour of film trailers, a Dolby Cinema promo (sure, the projector continues to be on), and an advert for AMC’s reward program, Nicole Kidman seems on the display screen and explains what makes the AMC theater expertise so particular. “We come to this place for magic,” she says as she enters an empty theater. She talks in regards to the “indescribable feeling we get when the lights dim and we go someplace we’ve by no means been.” On the finish of the monologue Kidman pronounces AMC’s new tagline: “AMC Theaters – we make films higher.”

However nothing she says pertains to AMC particularly. She doesn’t say something about AMC A-Record, the reclining seats, or the signature cocktails at MacGuffin’s bar. As a substitute, she talks in regards to the dazzling pictures on the large silver display screen and the sound you possibly can really feel. Change the tagline and the advert could possibly be utilized in Cinemark, Regal, or some other theater chain wherever on the planet. In truth, within the UK, this actual advert, Kidman included, is used for Odeon. This isn’t a business for AMC as a lot as it’s a post-pandemic plea to return to the movie show, any theater, the place films really feel “excellent and highly effective.” AMC would really like you to consider that going to the theater is the right option to watch films and some other form of movie-watching expertise is inferior. Oh, but in addition please use the On Demand menu within the AMC app, as a result of renting films on my telephone can be a wonderfully advantageous option to watch them, I suppose.

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We’ve been getting bombarded by this sort of messaging from each theaters and filmmakers. Gal Gadot begged followers to see Marvel Lady 1984 in theaters final December – earlier than vaccines had been broadly accessible – with a view to get the “full film expertise.” Christopher Nolan, who put immense strain on theaters to re-open throughout the peak of the pandemic to display screen Tenet, went on a tirade after studying of Warner Bros’. plans to stream its new releases on HBO Max all through 2021, saying, “Their determination makes no financial sense and even probably the most informal Wall Avenue investor can see the distinction between disruption and dysfunction.” Extra not too long ago, Dune director Denis Villeneuve in contrast watching Dune on TV to driving a speedboat in your bathtub. When the sequel was confirmed final week, Villeneuve mentioned {that a} theater-only launch was non-negotiable for him.


The Hollywood machine has a century-old funding in film theaters, and there’s no denying that the shift in the direction of streaming has had and can proceed to have an unlimited financial impression on the business. I don’t faux to know the extent of the impression streaming can have on the movie business, however I do know as a member of the viewers that it doesn’t concern me within the slightest. I don’t care in regards to the messy contract disputes Scarlett Johansson has with Disney. If Christopher Nolan is mad at Warner Bros., that doesn’t have any impression on the place or how I’ll watch his films. They perceive this, in fact, in order that they’d wish to persuade us that we don’t really wish to watch films at house. It’s like driving a speedboat in your bathtub, in spite of everything. Come to AMC Theaters, we make films higher.

However does anybody actually consider that anymore? It was definitely true for a very long time. When tube TVs had been 24 inches max and sound bars didn’t exist, there was one thing misplaced between the large display screen and the VHS model of films. However is the theater expertise right now actually that significantly better than what you will get at house? On the opposite facet of that is Samsung, Bose, LG, and Roku promoting us 65-inch OLED shows with sound programs that may make the partitions shake. I’ve invested 1000’s into my house theater – am I solely meant to make use of it to look at The Bachelor?

Earlier than Nicole Kidman explains the magic that occurs when the lights dim and we’re transported to a different world, everybody has to look at a 90-second reminder to behave like human beings and present some goddamn respect. Cease speaking, put your telephone away, don’t make a multitude. Please don’t destroy the film for everybody round you. Even nonetheless, individuals ignore this. When Kidman says we’re “not simply entertained, however someway reborn, collectively” I can’t assist however discover she’s sitting on their lonesome.

After a 12 months with out going to the flicks, I didn’t immediately overlook every part I like and dislike in regards to the cinema. I’ve had a lifetime of theater experiences, and I weigh up all of these each time I resolve whether or not or not I wish to watch a film at house or see it on the large display screen. Typically I am going to the theater – 3 times simply in October, the truth is – however generally I don’t wish to spend the time and gasoline driving there, shopping for costly snacks, and sitting with a legion of thoughtless individuals. Typically I simply wish to watch a brand new film on my large TV on my luxurious sofa, take lavatory breaks once I need, and maintain my cat, and no celeb is ever going to have the ability to persuade me that I’m lacking out.

Via: Getty Images

I do know what the theater has to supply, I’ve been going there my whole life. I’ve had unbelievable experiences and depressing ones. I cheered when Captain America lifted Mjolnir in Endgame identical to each different nerd there, and I’ve additionally handled soiled screens, chatty audiences, and individuals who simply can’t cease farting. I watched Marvel Lady 1984 on TV on Christmas Day 2020 and it was one of many worst films I’ve seen in my life, nevertheless it was much more enjoyable to look at at house the place I might brazenly mock it surrounded by my household. I noticed Tenet within the theater and couldn’t perceive what the hell anybody was saying, however once I watched it once more with subtitles on it made extra sense. Not quite a bit extra sense, however some.

There’s nothing sacred in regards to the movie show expertise anymore, regardless of what celebrities and self-proclaimed auteurs would have you ever consider. The theater has as many benefits over streaming because it does disadvantages, and whether or not you see a film on the large display screen on the cinema or the marginally much less large display screen at house is only a matter of choice. If it had been as much as me, each film can be accessible to stream the identical day it hits theaters. Ideally the filmmakers can be compensated pretty as nicely, however I’m actually not that involved about individuals who make more cash on one film than I’ll ever see in my life – for them, shopping for a luxurious speedboat to drive in your bathtub would in all probability be an affordable get together gag.

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