One more reason to wait for the DVD?
May 29, 2007

Let me go on the record as saying I am all for better manners in America.
But I think Regal cinemas' new plan to get moviegoers to rat out their misbehaved neighbors may go a little too far--and have a different effect than what the chain intends.
Theater owners several years ago became concerned that some consumers have stopped going to the movies--possibly for good--due to shorter DVD windows, better home theater systems and less than wonderful experiences at the multiplex, including rudeness by their fellow patrons. The theaters fought back with stadium seating, reserved seats, fancier concessions--even on-site bars and restaurants--and lots more reminders to turn off your cell phone and Sssshhhh during the movie.
Now, in addition to auditorium checks by managers and other staff, Regal will arm its best patrons with wireless devices they can use to alert managers to everything from camcorder piracy to crying babies. The devices--with four buttons for "picture", "sound", "piracy" and "other disturbance"--will be distributed in 114 theaters, up from a test of 13 that began last year.
"We have noticed over the years that customer etiquette has become more and more of a problem," Regal senior VP of marketing and advertising told USA Today.
In general, people are more rude than ever. Agreed.
But I think Regal might consider reconsidering, based on the fact that the rude may just be its best customers. The kids who pack theaters for summer action flicks and see the same thing over and over again--possibly rude. The couple, or babysitter, who bring an infant to an R-rated movie--probably rude--just consider their judgement. But they may be also be loyal customers, who, once ratted out and chastised by management, just may start to stay away--like the people who were offended by the rudeness in the first place.
So, just maybe DVD--or VOD or any of a million premium and basic TV services--turns out to be a better entertainment option for both the very rude and those offended by them, leaving theater auditoriums pretty dang quiet.

Posted by Marcy Magiera on May 29, 2007 | Comments (0)