O P I N I O N Cinema: a church for all One size does not fit all, a point that Peter Knight celebrates in cinema terms
I
AM PRETTY SURE MY idea of a great
There are times when I want to see the latest Hollywood
cinema experience will be different
blockbuster film and only the latest technology will do.
to yours. But I bet my idea of a great
The first film I watched in 4DX was “Wolverine” — I wasn’t
car, a day out or a superb meal is
blown away. You can read my views in a previous edition of
different too. What’s more, I bet your
Cinema Technology. However, I persisted and went back
definition of all those things depends on how you feel on
and tried 4DX again for the latest “Mission Impossible” film
the day, where you are, who you are with and why. It’s a
— and I enjoyed the experience. Admittedly, there were still
good thing too, because in this 21st century world, we are
one or two occasions when I was pulled out of the film, so
fortunate to have a cornucopie of choice when it comes to
on that basis I would select what I see in 4DX very carefully,
many aspects of our lives — especially in the area of leisure.
just as I would when going to an IMAX cinema. The point is
If you asked me for my ultimate cinema preferences, I would probably tell you that it would be an independent
I have the benefit of choice.
cinema with history and character, likely an Everyman or a
Many courses for herds of horses
Curzon or maybe The Picturehouse at Uckfield. Something
What I have noticed is that each of the different chains in
that has atmosphere, not just a black box. I want an ‘old
the UK has a markedly different style and focus. Each
world’ experience, but with the best possible picture and
appears to be aiming for a specific part of the market. This
sound. I want somewhere with masking and tabs, maybe
segmentation helps customers when making their decision
even footlights too — in other words somewhere with a bit
about where they should head for their film. I appreciate
of showmanship to support the presentation I am paying to
that living in London I have the opportunity to experience
see. A comfortable chair and more than just a bucket of
everything from a small community cinema in a village hall,
popcorn and a cup of Coke, a foyer that is pleasant to wait
through outdoor pop-up screenings, to multiplexes, historic
in until the auditorium is available, with unobtrusive music
venues and full-on premium large format experiences, but,
in the background too, if possible.
increasingly, wherever the customer lives, an accessible
When only technology will do
variety of cinemas is available to cater to all demands. As a member of the buying public, I recognise the good
There is a but: I also love technology and new ideas, whether
fortune we have in such a smorgasbord of cinema types.
they catch on or not. Everything from Philips Lightvibes or
Wherever you get your shared cinematic experience, you
Barco Escape to offerings with more traction, such as 4DX
can be sure it’s one that you will enjoy. I think that’s pretty
and ScreenX, they all aim to make the experience better.
cool. Here’s to variety!
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