Convenience Vs. Experience: Millennials Love Streaming But Aren't Ready To Dump Cinema Just Yet
Millennials are cutting ties with cable in favor of streaming services. In fact, 67% of millennials pay for between one and three streaming services. This is in spite of the fact that they feel they are paying too much.
Of course, streaming doesn't just impact how Millennials are viewing TV shows. Paid streaming channels also feature plenty of long form, cinematic content. Some of this is original programming. Some is feature film content released to streaming services by studios.
The convenience and low cost of this is appealing to Millennials. Don't count cinema out though, not by a long shot. Movie theaters bring something that streaming cannot: an immersive experience.
That's something that Millennials crave.
According to National CineMedia , members of this generation are 50% more likely to claim movies as a passion. They are also most likely to buy tickets ahead of time, and nearly 90% aim to wire arrive at the theater early. So, why is cinema still a hit? What are movie theaters doing to create more engaging cinema experiences? Are there other factors that are sending Millennials to the theater? 1.
A decided lack of recent blockbuster hits on streaming There's a reason why you won't find last year's Oscar winning films on Netflix. As this article on HuffPost explains, streaming services charge a flat monthly fee that allows consumers unlimited access to content. That's simply not very profitable when you consider what studios can earn from iTunes downloads, Redbox rentals, DVD and Blu-Ray sales and even second run movie theater ticket purchases.
They benefit from limiting distribution channels. As a result, millennials who want to see these movies head to the theater where they get the big screen experience in exchange for their money. 2. The changing face of cinema experience In 1995, cinema powerhouse AMC began installing stadium style seating for comfort and better views.
Then, in the early 2000s theaters started adding Imax screens. However, other than these changes and the introduction of online ticket sales, the movie theater experience remained largely the same. Recently, that's begun to change in a number of interesting ways.
- Dinner and a movie : Forget about popcorn and boxes of Jujubes. Many independent and large chain movie theaters now feature hot meals and alcohol service . In some cases, theaters simply sell beer, wine, and cocktails along with a larger food selection in the concession area.
In other cases, dining tables replace traditional theater seating. Table service replaces concession areas. Then there are theaters that are taking this concept even further. For example, St. Louis based MX theaters are creating custom dining experiences by offering appetizers that are custom created to complement the movie experience.
- Alternative cinema: Imagine seeing a horror movie in an abandoned warehouse or viewing a rom-com from a hot tub. Companies like connectors Secret Cinema are taking movies out of the theater and creating an entirely new experience . Think of The Rocky Horror Show taken even further.
Going to the movies can entail engaging in live action roleplay, watching a film with a live chorus singing the soundtrack or going retro at a refurbished drive-in theater. - Independent theaters : Just like they are drawn to local bars and restaurants, millennials are also attracted to local and independent theaters. These are places they can go with friends to see screenings of older, cult classics or enjoy themed experiences such as an evening of films from a particular director or genre.
Independent filmmakers often seek out local theaters. Independent theaters are also popular for screening niche films such as anime or exploitation flicks. - Virtual reality: The future in cinema isn't all wrapped up in the traditionally passive experience of watching a movie.
In order to stay relevantand adapt to future consumer demands, movie theaters are seeking to provide moviegoers with complementary experiences. On company, Dreamscape Immersive has drawn big money investors including Spielberg, AMC theaters, MGM and the WB. In the next several months the company will open up operations in several existing AMC theaters along with a dedicated location where consumers can engage in virtual reality experiences with other players that closely resemble the storytelling experience of traditional cinema.
- Cinema goes more interactive: In the eighties, kids could choose their own adventure books. These allowed readers to pick what happened next, thereby determining how the plot would unfold. Interactive cinema takes the concept a bit further.
Here, audience members interact with the movie via their mobile devices. They are given the power to make choices for the protagonist and as a result connectors control how the movie unfolds. It's clear that streaming services have found a major audience in Millennials.
However, that doesn't mean that cinema is down for the count. In
Of course, streaming doesn't just impact how Millennials are viewing TV shows. Paid streaming channels also feature plenty of long form, cinematic content. Some of this is original programming. Some is feature film content released to streaming services by studios.
The convenience and low cost of this is appealing to Millennials. Don't count cinema out though, not by a long shot. Movie theaters bring something that streaming cannot: an immersive experience.
That's something that Millennials crave.
According to National CineMedia , members of this generation are 50% more likely to claim movies as a passion. They are also most likely to buy tickets ahead of time, and nearly 90% aim to wire arrive at the theater early. So, why is cinema still a hit? What are movie theaters doing to create more engaging cinema experiences? Are there other factors that are sending Millennials to the theater? 1.
A decided lack of recent blockbuster hits on streaming There's a reason why you won't find last year's Oscar winning films on Netflix. As this article on HuffPost explains, streaming services charge a flat monthly fee that allows consumers unlimited access to content. That's simply not very profitable when you consider what studios can earn from iTunes downloads, Redbox rentals, DVD and Blu-Ray sales and even second run movie theater ticket purchases.
They benefit from limiting distribution channels. As a result, millennials who want to see these movies head to the theater where they get the big screen experience in exchange for their money. 2. The changing face of cinema experience In 1995, cinema powerhouse AMC began installing stadium style seating for comfort and better views.
Then, in the early 2000s theaters started adding Imax screens. However, other than these changes and the introduction of online ticket sales, the movie theater experience remained largely the same. Recently, that's begun to change in a number of interesting ways.
- Dinner and a movie : Forget about popcorn and boxes of Jujubes. Many independent and large chain movie theaters now feature hot meals and alcohol service . In some cases, theaters simply sell beer, wine, and cocktails along with a larger food selection in the concession area.
In other cases, dining tables replace traditional theater seating. Table service replaces concession areas. Then there are theaters that are taking this concept even further. For example, St. Louis based MX theaters are creating custom dining experiences by offering appetizers that are custom created to complement the movie experience.
- Alternative cinema: Imagine seeing a horror movie in an abandoned warehouse or viewing a rom-com from a hot tub. Companies like connectors Secret Cinema are taking movies out of the theater and creating an entirely new experience . Think of The Rocky Horror Show taken even further.
Going to the movies can entail engaging in live action roleplay, watching a film with a live chorus singing the soundtrack or going retro at a refurbished drive-in theater. - Independent theaters : Just like they are drawn to local bars and restaurants, millennials are also attracted to local and independent theaters. These are places they can go with friends to see screenings of older, cult classics or enjoy themed experiences such as an evening of films from a particular director or genre.
Independent filmmakers often seek out local theaters. Independent theaters are also popular for screening niche films such as anime or exploitation flicks. - Virtual reality: The future in cinema isn't all wrapped up in the traditionally passive experience of watching a movie.
In order to stay relevantand adapt to future consumer demands, movie theaters are seeking to provide moviegoers with complementary experiences. On company, Dreamscape Immersive has drawn big money investors including Spielberg, AMC theaters, MGM and the WB. In the next several months the company will open up operations in several existing AMC theaters along with a dedicated location where consumers can engage in virtual reality experiences with other players that closely resemble the storytelling experience of traditional cinema.
- Cinema goes more interactive: In the eighties, kids could choose their own adventure books. These allowed readers to pick what happened next, thereby determining how the plot would unfold. Interactive cinema takes the concept a bit further.
Here, audience members interact with the movie via their mobile devices. They are given the power to make choices for the protagonist and as a result connectors control how the movie unfolds. It's clear that streaming services have found a major audience in Millennials.
However, that doesn't mean that cinema is down for the count. In
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