Mark Lacter reviews iPic, one of many high-end multiplexes emerging around the US:
The cushy recliners were a comfortable distance from one another, and my wife and I received “free” popcorn along with a pillow and blanket (with assurances that they had been cleaned). Servers were everywhere, which made ordering a snap. That said, we were spending $58 to see the only so-so Denzel Washington action movie Flight. Throw in parking and dinner, and we were up to $175—and I still heard a guy in front of us murmuring during parts of the film.
But the amenities may be necessary for an industry struggling to keep people in theaters:
Visiting the neighborhood multiplex is no longer a priority because there are simply too many other ways to watch a movie. In fact, only 26 percent of a typical film’s revenue is generated at the box office; the remaining 74 percent comes from DVD sales, pay-per-view, premium cable, cable, and network television. Still, it’s a critical 26 percent, considering that initial buzz determines success on the other platforms. This is leverage the industry clings to, despite efforts by the studios to shorten the theatrical window to weeks instead of months.
Ann Larie Valentine captions the above photo, from Living Room Theater in Portland, Oregon:
Loved this concept! 30 seat rooms with cozy seats & excellent food & bev choices! At the suggestion of our new buddy Tom Martin, we saw ‘Shall We Kiss’ which I thought was a french Woody Allen film (meaning, I loved it). This was an animated short that played before it.