Most moviegoers have a pet peeve. Perhaps it’s the texting tween at the front of the auditorium whose blinding cell phone light drowns out the picture. Or maybe it’s the full-volume conversationalists – the peanut gallery who decide to provide commentary on the entire film while it’s playing.
But for many, the most common nuisance is the misbehaving minor. Whether it be the crowd of rowdy teens, the toddler temper tantrum or the crying baby, this group can distract from the on-screen action.
Fear not, film buffs! Cineplex Inc. has a solution. On Jan. 17, the Cineplex Queensway theatre in Toronto added a five-auditorium VIP section. Patrons can now skip the lines and get valet service, they can trade the popcorn for gourmet snacks and alcoholic beverages, and they can reserve wider, reclining seats with ample legroom. What really sets this section apart, however, is that it’s for adults only – no individuals under 19 are allowed.
This is fantastic for individuals who believe in making a trip to the cinema an experience. It makes going to a cinema an outing rather than just a mundane activity. The selection of films is friendlier to cinephiles – fewer blockbusters, more award nominees. And there are fewer opportunities to be distracted while the film is playing.
This upscale movie theatre experience gained momentum in Canada after Ellis Jacob, president and CEO of Cineplex Inc., discovered its popularity in Australia, the U.K., and the U.S. Five VIP movie theatres will open in Ontario between 2014 and 2015, adding to the eight that have already opened across Canada. Two of these theatres are already open in the GTA, with one in Oakville, one in Toronto and one in London.
Jacob told the Toronto Star that the VIP experience has attracted moviegoers of all tastes. These VIP theatres typically play mainstream films upon their release, but also showcase more live theatre and opera shows.
In Jan. 2014, Cineplex’s VIP listings include critically acclaimed films Her, Inside Llewyn Davis and August: Osage County. Noticeably absent are family friendly films such as Disney’s Frozen, or The Secret Life of Walter Mitty.
These upscale movie theatres are expanding quite rapidly in the Greater Toronto Area. They are posh without being grossly overpriced, and they appeal to an extremely large demographic: people over nineteen who like movies. They are perfect for the nation’s capital.
Contrary to popular belief, Ottawa does have an upscale arts scene and a luxurious VIP cinema would fit right in here. It’s time for this city to jump on the adults-only theatre bandwagon.
Cineplex theatres are prominent here, with four located in Ottawa’s outskirts and two close by in Gatineau. They likely have the room for an expansion (or conversion) of auditoriums.
Furthermore, a more central VIP theatre section could appeal to moviegoers who are not interested in making the trek to Orleans or Kanata to see critically acclaimed films such as 2013’s Philomena, which is currently only playing in those areas.
The one movie theatre that played a selection of lower budget, independent films was located in Centretown’s World Exchange Plaza, which closed down last December.
Besides the offering of more mature films, this trend draws the individual who appreciates the lost art of going to the movies. With the rapid rise of Netflix and other on-demand film and television services, movie theatres are seeing more competitors emerge – and they’re not going anywhere.
Unless people absolutely want to see a film in its first 90 days of exhibition, they can wait until it’s less expensive on-demand and watch it in the comfort of their own home. This is by no means a revolutionary concept, but it still interferes with the social outing of leaving your home to see a film.
Ottawa has the opportunity to bring some magic back to the movie theater.
These new theatres are something to be celebrated. They add excitement to the cinema, they showcase a more mature selection of films, and they make the chances of running into a distraction in the form of a screaming baby or a group of disrespectful teens virtually non-existent.
There is an audience for the VIP cinema experience here – it’s time for Ottawa to be reeled in.