The post-COVID landscape has been unkind to traditional movie screenings, demanding an urgent revolution in the way theaters operate. While many chains have responded by introducing food bars and loyalty initiatives, some have adopted an even bolder approach, integrating unconventional attractions that are rapidly redefining the cinema environment. This bold move has shown great promise, with establishments like Cinergy Entertainment leading the charge. Their unique blend of entertainment options, such as axe throwing, virtual reality experiences, and gaming areas, exhibits a forward-thinking strategy that not only increases revenue streams but also enhances customer engagement.
Cinergy’s Formula for Success
Cinergy Entertainment has taken its concept of family outings and fun to a whole new level. The integration of axe throwing has emerged as a surprisingly popular addition, highlighted by its visibility on the company’s website, now second only to films. This venture effectively transforms the cinematic experience into a comprehensive entertainment package. As customers enjoy the thrill of axe throwing, they are naturally drawn to Cinergy’s traditional offerings as well, leading to an impressive collision of experiences that caters to diverse interests. The careful placement of the axe throwing area near the bar, overseen by trained “axeperts,” also promotes responsible enjoyment, combining safety with an exuberant atmosphere.
Eventization: The Key Strategy
During a SXSW panel, industry leaders discussed the “eventization” of the moviegoing experience. This strategy shifts the focus from merely watching films to engaging in a communal environment where fun and entertainment intersect with cinema. This change in narrative is essential for theaters to attract an audience increasingly besotted with streaming platforms. The multi-tiered experiences offered—ranging from bowling and escape rooms to special event screenings—keep patrons in the venue longer, consequently increasing their spending and boosting box office performance. Santikos Entertainment stands as a brilliant example of how to leverage this model effectively, with bowling being a significant part of their revenue stream while simultaneously luring customers into theaters.
Community-Centric Initiatives
What sets Santikos apart is its profound commitment to community empowerment. Following the death of founder John Santikos, a charitable foundation was established that channels funds into various local initiatives including education, arts, and essential services. This benevolent approach fosters a deep, personal connection with patrons, encouraging them to partake in charitable events like food drives. The donation of over 6,000 coats is just one example of how this cinema chain ties itself to the community it serves. Leveraging community spirit not only creates a positive brand image but also helps sustain long-term loyalty among patrons.
Sensory-Friendly Experiences
Furthermore, the embrace of inclusion at theaters is vital, as witnessed by Cinergy’s Sensory Friendly Screenings. These sessions are vital for families who have children with autism or sensory sensitivities, offering modified viewing environments that permit interactions and movements. The significant growth in attendance is a testament to the importance of such inclusivity. The cinema experience becomes more than just a leisure activity; it transforms into a supportive community space that respects and caters to the diverse needs of its audience.
Creating Memorable Experiences
As the dialogue surrounding cinema shifts, shaping memorable experiences will be an ongoing theme. Andrew Thomas of Moonstruck Drive-In articulates a sentiment that resonates: the collective memory of attending a theater is often far more vivid than watching a film at home. Drive-ins add a unique spin to this concept by bringing families and friends together in a casual atmosphere, which fosters social interaction and engagement that is generally absent in a home viewing setting. This communal feeling, characterized by yard games and picnic setups, is what draws patrons back—not just for the films, but for the treasured experiences tied to them.
Innovation is the Future
As technologies evolve, so too must the traditional cinema model. Moonstruck Drive-In is leading the charge by adapting its facilities with laser projection and other improvements that upgrade the viewing experience, making it more vivid and enjoyable. The potential of integrating food trucks, themed events, and even indie films extends the conversation around what it means to go to the movies. The industry must embrace such innovativeness if it is to reclaim its place as a favorite destination for entertainment in an age dominated by streaming services.
The evolution of cinema is upon us. With chains like Cinergy and Santikos daring to explore new frontiers, it’s clear that the future of movie theaters will be defined by an unparalleled, immersive, and community-rooted entertainment experience. The essence of cinema will not merely be about films; it will be about creating an enchanting universe that people will want to inhabit over and over again.