Once upon a time, people bought and listened to music on a physical format or listened to their favorite song on the radio and then went to the store and bought the album. That world was upended after one too many physical formats and the rise of the internet and Napster. Apple would intervene offering the concept of buying tracks for a buck a song and that pretty much killed off buying full albums. Now, consumers could carve up filler on albums and only buy their favorites.
(vinyl records are enjoying a passionate resurgence in interest, but no idea how long this will last — hopefully a long time!)
I wrote about the movie industry needing to learn from the music industry as well as online businesses not overreacting (see: Dear Netflix, Don’t Go Napster Hunting).
Yes, the businesses aren’t exact parallels in study, but check out this quote and apply it to studios and movie theaters.
“What I said out of the gate: It’s a mindset shift,” Bell says. “I was thinking to myself, this is a whole new world for us. Let’s reinvent what we need to do. Operationally we had to shift. We’re already going into an increasingly digital world,Record Labels Are Designing New Marketing Strategies From Scratch – Rolling Stone
I think the future of movie theaters not only will, but must involve a better sense of embracing technology than they have. There have been some little tech things like before the movies show Nuvee playing interactive games with theater patrons and Regal’s Moviebill experience where you get this interactive magazine with your phone to learn more about the movie and get some cool 3D swag.
That’s a start. More, please.
I’m a champion of using technology to enhance and improve business including marketing, customer experience and satisfaction. There’s more that theaters and studios can do, working together, instead of fighting over the — gasp! — a shortened theatrical window they should be exploring alternative options for how each side can benefit from a world with a shortened or — gasp again! — no window.
Will they do this in a post pandemic world? With no vaccine yet, we are going to have to continue to live in a current virus is out there world for many months, maybe years into the future. Businesses that embrace changes tend to stay healthy longer than those who don’t. I’m hoping movie theater owners will look at technology to help them, not see it as a threat.