The “premium” of cinema versus Premium VOD:
Which tips the scale?
T
HERE ARE MANY IN the cinema world
reflecting the community’s needs, then viewers will flock to
who would like to suggest that sitting
it. Sadly it isn’t the case that all cinema sites are the compelling
in the dark with a bucket of popcorn
destinations they should be. In a world of digital streaming
and 100 other people is a sort of quasi-
immediacy, to many consumers, the continued existence of
religious experience. It isn’t. In fact, a lot
theatrical windows makes a poor out-of-home experience
of the time, a standard trip to the
less appealing than a moderate in-home one. Especially in a
cinema can be disappointing.” Before you start sharpening the pitchforks, those words
world impacted by the unwelcome presence of a pandemic.
belong to Tom Jarvis, founder of the Wilderness Agency, a
Stay at home? I’ve been there all year…
London-based social marketing agency with clients including
The argument that films should be released on all channels
HBO, Warner Bros. and the world-leading food company
at the same time has its advocates — “Give viewers the choice
Danone. As a committed cinephile, the central tenet of his
— and let cinema survive on its own merits,” say those waving
argument (published last month in the marketing industry
the flag for content democratisation. In truth, they may also
journal “The Drum”) was not “scrap cinema”, but rather “make
be harbouring a degree of resentment at popcorn prices. If
cinema as good as it can possibly be”. In short, if your venue is
the experience isn’t up to scratch, cinemagoers won’t rush to
really that great, and it genuinely is the hub of the community,
pay the out-of-home premium — they’ll watch the latest
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www.cinematech.today
27/09/2020 10:56
