Movie Theater Chains Trying to Win Back Adult Audiences

Lately it seems more of a hassle to go to the theater and see a movie than just staying home and watching the movie in my jammies with a drink in my hand. It is more comfortable and certainly the price is right. Even if you rent a movie to watch at home it is definitely cheaper than going out to the movie. Comcast and other services have made it possible for you to just rent the movie on your own TV at home. How cool is that?

But some of us still want to go out with another adult on Saturday night and watch a movie. The Saturday night date is not so fun when you show up to a theater with a bunch of kids that are giggling and throwing popcorn in the back rows. The last time I went to a movie, while watching I was treated to a very loud fart in the back by one of the kids. That made the rest of the kids hysterical and they all laughed during a serious moment in the film.

Other times I have gone to see a movie and I find that someone has taken their baby to the theater and I am treated to a crying tot. It drives me nuts. Don't get me wrong, I love kids, got a few of my own, but sometimes I just want to go somewhere without kids. On an adult evening out, I don't even want them around me in the restaurant. I want to eat without the crying and whining I get at home.

Well movie theaters are changing and it may just draw more adults out of the comfort of their own living rooms and back into the theaters. A Sherman Oaks, California, theater chain is going to open a state of the art theater next month. The developer, John Hogan, is proposing that they make available 10 screens for "Adult Only" viewing.

Now I know what you are all thinking and you can just stop. These 10 screens are not showing skin flicks, they are just showing the movies that are current without the kiddies and teens. You have to be 21 years of age to be able to get into these movies. It is even rumored that there will be something a little stronger than diet cola to sip while I get my movie kicks. Now that is what I call adult entertainment.

I will be surprised if all this actually happens, but there definitely needs to be a change if movie theaters are going to survive as businesses. After turning his attention from his Mavericks, Mark Cuban has his production company (2929) busy turning the Landmark chain of theaters into an adult experience.

There will be no concession stands and there will be easy serve-yourself popcorn and adult snacks available that will be included in the price of your movie ticket. Also instead of showing two war movies, programming will mix up the genres in order to please a variety of moviegoers. Additionally there will be a more comfortable seating arrangement with couch-like seats.

So far none of these cutting edge theaters have actually made adult-only screens in the theater, and it is still in the concept phase. When it actually happens it will be big news. While theaters are currently updating their equipment to bring enhanced digital experiences to viewers, this is an excellent time to make changes in theater formats to adjust to the needs of the viewing public.

We will see next month, when the Galaxy theater chain opens its new theater in the Gig Harbor, Washington location. I for one can't wait to be able to sip a wine cooler and eat lite popcorn while I watch a kid-free, teen-ager free film.