By Julia Ziolkowski
They wow us with their bright neon lights, big screens and big surround sound.
They seduce us with their frothy cappuccinos and keep us begging for more with their rainbow assortment of sugar-coated gummi candies. They are huge futuristic multi-screen cinemas, and they are often overwhelming.
The busy atmosphere and sheer convenience of the multi-screen cinema, like the 16-screen Silvercity Gloucester, leave the consumer wondering how they lived without them, and how they could ever ask for more.
By the time you settle down for the previews, you have probably forgotten which over-priced movie you came to see. That’s because going to the cinema is no longer about the film. It’s about the experience. And the experience is big.
But bigger is not necessarily better if it’s taking business out of Centretown, or emptying the pockets of movie-goers.
In November 1994, The Elgin Theatre, which was owned by Famous Players, closed its doors after 57 years of business because it was no longer profitable to keep it open.
The Elgin had only two screens and couldn’t compete against the multi-screen suburban cinemas. Local residents rallied to keep the theatre open because it was good for local business, but they lost the fight.
Most of the big screen mega-theatres are in the suburbs, such as Silvercity and the AMC 24 in Kanata, so instead of spending their money in smaller, downtown theatres and nearby shops and restaurants, consumers are going out to the suburbs to see a movie.
But it looks like the trend may soon invade the downtown, and will hopefully bring movie business back into Centretown.
Most recently, the Capitol Square cinema on Queen Street, owned by Famous Players, closed its doors for renovations. It’s expected to re-open in a larger multi-screen format.
But with three big movie companies, Famous Players, Cineplex Odeon and AMC, owning almost all the cinemas in the Ottawa area, this concentration of ownership means less choice and high ticket prices for consumers.
With only three major theatre owners setting ticket prices, consumers will have no choice but to pay the high price if they want to see a movie.
If the last decade is any indication, movie prices will keep rising. While a movie cost about $8 in the early 1990s, a ticket at AMC costs $9.75 today.
If all the owners continue to charge relatively the same price, consumers will have to pay. And they’ll continue to do so.
But while customers are attracted by the flash, comfort and convenience of multi-screen cinemas, they should also consider the possible problems behind the big screen.