Going to the movie has returned to being an “outing”. This change from quickly seeing a film has become an “outing” and viewers are looking for the full experience. With ticket prices higher than ever and over priced concession stand food; you can’t go to a movie without spending a good amount of money. For this reason movies and especially theatres are being looked at to provide a full experience (Drake, 64). Arena Grand Movie Theatre has transformed the experience of seeing a movie by introducing a Bistro and Bar, full of gourmet foods, beer, and wine. They promise that your “experience” will be one of pleasure and relaxation. Offering the Bistro to movie and non movie goers.
Studio 35 has taken a different approach with consumers, offering various specials to accompany their movie. For example on Sunday, November 6 they are offering a beer tasting and movie special, featuring Office Space. While both of these theatres have taken different approaches at transforming the movie theatre into an experience, they are both aiming at the same concept, creating a place where consumers want to watch a movie. Movies have become so easily accessed at home that the draw to pay for over prices movie tickets and concessions has become less and less appealing. For this reason it is the job of the movie theatres to create that one of a kind experience that competes with the comfort of ones couch and home.