Reviving the movie theater experience

Tomorrow is a weekend already and not many will want to read another business story. As such, it is more topical to write about The Odyssey, the star-studded epic directed by Chris Nolan, that has led to a box-office hit and how movie theaters are enjoying a much needed boost in attendance.

Local movie theaters are finally enjoying a much needed revival after several years of low attendance, as most people shifted to streaming services when the COVID pandemic virtually shut down movie theaters for a year, and with a very slow and cautious return only in the past couple of years.

I have been able to monitor in the past two years the slow revival of movie theaters as part of my monitoring duties as a deputy of the Movies and Television Review and Classification Board upon the recommendation of my good friend Al Mendoza.

The  MTRCB, under the leadership of chairperson Diorella “Lala” Sotto-Antonio,  has upgraded the  regular strict monitoring of movies in local cinemas and theaters, with deputies now provided with a monitoring app that makes it easier to request for monitoring tickets and file their reports immediately and efficiently.

Local cinemas and theaters have undergone a big change over the years. Gone are the big theaters that could seat two hundred or more, and were segregated into three sections – with orchestra offering the base price, the more expensive premium loge area on the second floor, and the mid-price balcony at the back of the loge section. The loge had the best cushioned and most ideal view, while the balcony was at the steepest upper end of the then cavernous movie theaters.

I remember the glory days of movie theaters when it was common to have standing room viewings – imagine  paying full price to watch a then “blockbuster” while standing along the aisle at the orchestra level, or sitting on the steps of the balcony section.

Movie going was a big thing perhaps until the 1980s, with most enjoying well-made Filipino films and local movie stars experiencing the height of their careers. Unfortunately, Philippine cinema has been on a gradual decline and, at least for now, is basically stagnant.

Just this past month, the best-selling movie was a Korean zombie film, a couple of  mid-budget American films, and one lone Filipino movie with young stars who I do not even know – highlighting the fact that Filipino actors nowadays can go virtually unnoticed.

Honestly, I know the names of more Korean actors and am more interested in watching them than local movies.

The last Filipino movie I watched was of Anne Curtis and Jericho Rosales entitled “The Loved One.” Their acting was okay, but the production value was definitely modest to almost low-budget, with a story line that could very well have been relegated for a regular TV drama and  not a movie theater experience.

Movie-going has evolved from a flat-price, all-day  repeat viewing, to a scheduled one-time viewing nowadays. Following the COVID pandemic, the movie theater experience has further evolved with the new sound-surround technology and improved movie production facilities.

Most movie theaters and cinemas have been renovated into smaller and better equipped facilities that provide more spacious and better padded, and even reclining chairs.

What I most complain about though is the high cost of popcorn. My God, movie theater snack bars make such a killing at the cost of popcorn, soda and a small bottle of water! Unfortunately, a big tub of popcorn is part of the movie theater experience.

Before the theater release of The Odyssey, it seemed that most movie theaters were operating at a loss, with perhaps only  the middle section of the now smaller cinemas selling at most 50 seats or less per showing on weekends, and less than that on weekdays.

About two weeks ago, the most attendance I observed was the showing of Toy Story 5, to which several   parents brought their young children to watch the animated movie.

However, The Odyssey, has brought back the true experience of theater viewing... the communal gasp and awe at the movie spectacle crafted by the director, stars and production team... and the enjoyment of a full-packed theater that you are excited to watch and experience with other people and not in the quiet confine of your own house.

I initially watched The Odyssey at the Ayala Malls Cinemas at Glorietta and I was pleasantly surprised that they have now renovated and upgraded their movie theater experience with a Dolby- Surround System, very well cushioned theater seats that offer partial recline, and clean comfort rooms.

However, I also have to commend the SM Cinemas for the good quality of their theaters and the vigilance of their staff and security in ensuring that proper ticketing and MTRCB monitoring protocols are observed.

With ticket prices now at around P300 to P350, although sometimes higher for movies, theaters definitely have to provide better seats and a more pleasant theater experience for a two-hour show -- when a P600 a month subscription to a streaming service allows you to enjoy so much more, and often times better written and produced movies.

The Odyssey showing has returned the excitement and joy of going to the theater and eagerly waiting to enter the cinema to watch the movie.

It has also sparked renewed interest at better written movies that can pique the interest of the youth to read more literary works instead of relying on the mind-numbing slew of cartoon-based movies that do no offer much more than the computer graphic imagery or CGI for the enjoyment of the viewers.

It is time to bring back more thought and craft in movie making and make it worthwhile for the movie-going public and the high cost of a movie ticket.