Yesterday we noted that the MPAA and movie theater owners were whining about how much people coming in an taping movies was hurting their business. The obvious response, we pointed out, is to recognize that going to the movies is a social experience. It's not just about the content (though, that is important), but the overall experience. If they improved that, then people would want to go -- even if they could score the same movie off the internet or a cheap DVD bought off the street. While the folks in Hollywood refuse to entertain this idea, someone (anonymously) in the comments to that story pointed to an article in China noting that this is exactly what Chinese movie theaters have done. After years of declining attendance, they finally shaped up and made going to the movies cool again. They improved the overall experience, putting in better equipment and more comfortable seats. They improved the sound and the lighting as well. It sounds like they also made some theaters to be more like bars, to help attract young adults away from traditional bars. Yet the supposedly "creative" movie people in Hollywood insist "nothing can be done" to get people into the theater.
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