High-end specialty theatre chains expand to new niche markets
LOS ANGELES, April 14 — Despite expert predictions claiming that moviegoers will stop seeing films in theatres, instead watching videos on demand, on computers or on mobile phones, two film exhibitor chains, Mexico’s Cinépolis and Texas’s quirky Alamo Drafthouse, are opening new cinemas.
Just as Cinépolis, the world’s fourth largest multiplex and biggest in Latin America, makes a move into more theatres in the US, it also looks to acquire a part of India’s Big Cinemas, it was reported in the Business Standard. With 32 screens currently in India, it plans to broaden to 110 screens.
Meanwhile, Cinépolis Luxury Cinemas opened a theatre in San Diego last summer and will launch in the Los Angeles area on July 20, with more sites planned in addition to current Orange County locations.
The Cinépolis experience offers gourmet in-seat food and beverage service in leather reclining chairs with in-seat service buttons for guests to call a wait-person during screenings. Some theatres serve cocktails, beer and wine, and in addition to popcorn and candy Cinépolis sells sushi, paninis and salads.
Also expanding its theatre chain is the Alamo Drafthouse Cinema, based in Texas, which plans to open a cinema in New York City on the Upper West Side in 2013.
The unique chain intends to bring its programming style to Manhattan with a mix of offbeat and first-run movies, special events, sing-alongs and themed programming. Targeting young avid film fans, it was named “the best theater ever” by Time Magazine.
The cinema also serves food and drinks at seats inside the theatre and strictly prohibits talking or texting — kicking offenders out of the theatre.
In addition to the cinema/eatery, the Alamo Drafthouse hosts a genre film festival with a mix of US indie, studio and international films, called Fantastic Fest, in several cities and with guest actors and directors.
The Alamo Drafthouse also features an art boutique and specialty film posters and recently began a film distribution company. It expects to reach additional markets across the US.
The success of these specialty film houses, one geared for a posh group and the other for a hip crowd, indicates that filmgoers may be seeking a niche experience in theatres and are willing to pay the pricier ticket.
http://www.cinepolisUSA.com — AFP-Relaxnews