Sure, you need a good picture and good sound, but you also have to provide customers with a pleasant experience.
At a recent trip to a cinema of a major chain, the teenage ticket taker directed us to our cinema on the third floor. He did not mention that the third floor snack bar was closed and we should go the second floor.
We discovered that the second floor snack bar had a 30-minute wait. I asked someone in charge why the line was so long. Short-staffed was the answer. So, encouraging customers to buy tickets online – presumably to aid management with staffing projections – did not help them.
Not wanting to miss more of the movie, the in-charge person directed us to the VIP bar where an overwhelmed teenager could not provide soda water in a large cup for some reason but said it was free. I said it was too small so could I have two cups? I’ll pay for it. Nope, I should be happy with that. I’m at the place in life where a free $6 drink does not wow me.
Another thing the teenager at the entrance did not mention was that we should validate our parking now because when the movie lets out all the staff will be gone. His indifference cost me $16.
I wish this experience was unique. It is not, and I would argue that people are staying away from cinemas because of the poor customer service. Yes, it’s easy to stay home and watch streaming services but I believe people long for a pleasant night at the movies. Long ago, Steven Spielberg said something along the lines of “There is nothing more enjoyable than watching a film with a hundred strangers.” I think he was right.
If cinemas want to stay relevant, they need to provide customer service and not frustration.
