Gone With the Popcorn

Going to the movies was once a favorable past time. Since the early 20th century, people have flocked to theaters to enjoy films with friends, family, and romantic interests. But lately, the tradition of a night at the movies seems to be waning.

In an International Herald Tribune article printed 6 September 2011, By Brooks Barnes states that "Hollywood has now experienced four consecutive summers of eroding attendance, a cause for alarm for both studios and the publicly traded theater chains. One or two soft years can be dismissed as an aberration; four signal real trouble." According to Barnes, even celebrities have failed to generate audiences. "Audiences still turned out for Johnny Depp in the Pirates series, but stars otherwise failed to draw crowds." The starts he lists include Julia Roberts, Jim Carrey and Harrison Ford - hardly unknown actors.

Barnes is just one of many who has noticed the decline in movie theaters. Box Office Mojo reported in January that "Not only did 2010 end with a whimper, estimated attendance was the lowest in 15 years." Moreover, I spoke with an executive from a well-known production company who confirmed that there is cause for concern. "I see this as a huge problem for theaters over the next 10 years.  We may even see a wave of closings."  

The question is, then, why? What is pushing crowds away rather than drawing them in?

One large problem is the increased prices at movie theaters. When I asked various people whether or not they still attend the movies, many of them cited prices that held them back. Others said that they have not attended the movie theater any less frequently, but admitted that they could not pay for snacks and had to "smuggle snacks in." Doing so of course is a violation and can get one kicked out of the theater, defeating the purpose of attending to begin with.

But the representative from the film company claims that these prices are necessary.  "Everyone is trying to make their money back by raising prices, since fewer people are buying," he said. "Theaters and studios are different.  Studios and theaters split the revenue from ticket prices, but theaters keep all the money from concessions.  They've raised prices on popcorn, candy and soda because with fewer people coming to see movies, they need to make money somehow to stay in business." It seems that consumers and theaters are caught in a vicious cycle; because movies cost so much, fewer people want to see them. But when fewer people go to the theater, the prices go up.

Another reason for the decline in movie attendance is that moviegoers feel that films do not have the spark they once had. In response to an article on low attendance at EW.com, a few users commented on the lack of quality in the movies they were seeing. One commenter writes, "Unfortunately, the movie going public shares a huge share of the blame for this. Time after time the public rejects well made movies with strong story and characters in favor of lazy retreads of familiar subjects." Another poster may have given up on newer movies altogether: "I am finding myself picking old 90s movies to watch over new releases now."

On the other hand, not all audiences mind, and many buy right into the simple formula. When I asked two young adults (who wished to remain anonymous) if they like thought provoking movies, one responded, "I don't watch movies or television to think." Another said that as much as she enjoys movies that make her think, "it's really about the romance. If there's no romance, I'm not interested." According to a friend who writes movies, that is who Hollywood writes movies for. "Originality in movies may be in a decline, but that's because movie studios are run by accountants and MBAs that need some basic fact at their disposal to minimize risk on their investment. "

Besides, it might be unfair to imply that Hollywood has only recently used the same storylines. One little-known movie, A Bride for Henry, uses a very basic formula. It involves three main characters - rich drama queen Sheila, her fiance Eric, and Henry, their lawyer who loves Sheila and who we all know Sheila loves back. Eric lets down Sheila on the day of their wedding by sleeping in, and Sheila marries Henry out of revenge but refuses to admit that perhaps she really does love him. (The plan is that they will divorce in Las Vegas.) It goes without saying that she eventually realizes Eric is an idiot and chooses not to divorce Henry. This movie was not released in 2011, or 2007, or 1997; it was released in 1937. It seems that "cliches" may in fact have a place when done well – and therefore, may actually be necessary or at least something writers and producers intentionally aim for. Still, there is a reason that many romantic comedies still seem to flop. Perhaps writers are focusing too much on the formula and too little on what makes the successful pictures work. Nobody doubted that Harry and Sally were going to get together; the thrill was in getting them to that point, and in caring enough about each character to take their stories seriously. If that worked in the past, why is Hollywood so reluctant to try that now?