The Wrap takes a look at the growth of ’4D’ offered by the likes of D-Box, CJ 4DPlex and MediaMation and whether there is a business case for it. Not if it shakes the popcorn out of the tub, it seems.
Indeed, some theater owners have experimented with the technology, only to decide that it is best served up in small doses. Rolando Rodriguez, president and CEO of Marcus Theaters, installed 30 motion seats in one of his fifty theaters. While the seats are popular features when paired with big-budget blockbusters, he has decided not to invest in the technology. The $8 surcharge the 4D seats carry limits their appeal, he said.
“We’re investing in other amenities that play better with our customers,” Rodriguez said. “We’re pleased with the performance, but from our perspective, investing in things like large screen theaters and in-theater dining is more important.”
But other exhibitors and manufacturers counter that this is more than just a novelty act.
“We’re finding that people turn into aficionados,” Michel Paquette, vice-president of marketing of the 4D manufacturer D-Box Technologies, said. “Once people try it, if they like it, they usually get hooked.”
Likewise, Heath Thomas regional manager of the Goodrich Quality Theaters, has placed 4D seats in 16 locations and reports they are a big hit with audiences between the ages of 18 to 30. LINK
UK: UK/European cinema major Odeon-UCI saw its revenue and profit drop sharply in the past year, dragged down by the lack of a Skyfall-size hit and by its Spanish arm.
Odeon’s earnings before interest, tax and other charges dropped by 24 per cent to £69.2m while sales fell five per cent to £706.7m.
In Spain, where Odeon operates 43 cinemas, Odeon’s market volume fell 15 per cent last year.
“In 2014, there are some early signs that the economy may be turning: unemployment has started to fall slightly and retail sales have started to grow,” Odeon said, adding that it has now grown its Spanish market share to 21 per cent. LINK
Odeon’s results do not include its property arm.
USA: Marcus Theatre is deploying the full range of services offered by NCR Cinema software.
NCR Corporation (NYSE: NCR), the global leader in consumer transaction technologies, today announced that Marcus Theatres®, a division of The Marcus Corporation (NYSE:MCS), has now deployed NCR’s full suite of cinema and restaurant solutions to improve its business operations and enhance its customers’ movie experience. Marcus Theatres has been a long-time customer, using NCR’s mobile and fixed point-of-sale (POS) systems, indoor kiosks, takeout and delivery software and NCR MovieTime mobile application. LINK