Mere days after MPAA mascot Dan Glickman and pals around town swore up one side and down the other that movies are a relatively inexpensive, recession-proof industry, a group of brass-balled fate tempters — including "the Retirement Systems of Alabama pension fund" (we can't make this up) — are betting that even $35 tickets wont scare off potential patrons of their planned luxury chain.

Each complex will sport theaters featuring 40 reclining armchair seats with footrests, digital projection and the capability to screen 2-D and 3-D movies, as well as a lounge and bar serving cocktails and appetizers, a concierge service and valet parking. ...

"It's a new way to go to the movies," said Graham Burke, managing director and CEO of Village Roadshow Ltd. "It's like what Mercedes is to a Toyota or like flying first class in an airplane."

Or, more accurately, think of it as the difference between simply handing over $11 to an anonymous box office attendant and dicing crisp $100 bills into a smoke-ready pulp for maximum, low-light narcotic glee. That said, we don't know where to call "bullshit" first: The investors say they plan to sink $200 million into 50 venues over the next five years, as though an average of $4 million per facility is the going rate for upscale eight-plexes on exurban real estate outside Chicago and Seattle. We're surprised as well to hear that deep-pocketed Alabama pension-funders are getting in early on the surging, ever-stable exhibition marketplace. As Mercedes devotees ourselves, we can only hope retirees have the opportunity to upgrade their downmarket pick-up trucks once the cash starts rolling in.

Filmgoers get a taste of the good life [Variety]

2:18 PM on Wed Mar 26 2008
By STV
1,793 views
19 comments

Comments

Wendy_Kroy at 02:50 PM on 03/26/08
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This is the dumbest fucking idea ever - esp. the part about being able to summon waitstaff to your seat with a call button. The reason people cough up premium prices at, say, the Arclight, is because they want to see a movie with good picture, good sound, and a generally cinephiliac audience. But why would anyone pay $35 to have their view of the screen blocked by the ass of a waitress serving buckets of caramel corn, as some USC frat boy with a trust fund loudly protests when he's carded for ordering a Heineken?
harshmellow at 02:54 PM on 03/26/08
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This is great because me and everyone I know have been looking for a way to spend more money at the movie theater! Perfect idea. And with old people from Alabama on board, you know it is cutting edge...
FreedomFries at 03:20 PM on 03/26/08
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I live outside of Seattle, not too far from where they're planning on opening one of these over-priced theaters. I predict this will last as long as coke in borrowed pants. If people want a comfortable chair to sit in while they drink a glass of wine and watch a movie, they'll stay home.
hughman at 03:33 PM on 03/26/08
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yay! $35 to see "Land of the Lost" which only has a $28 budget!
DrFeelgood at 03:48 PM on 03/26/08
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As the recession jerks us downward in it's undertow, I'm sure many folks would rather have a luxury experience at the movies then pay for food, rent or clothing.

Those rich ivestment types are so in touch with America!
ricker at 03:53 PM on 03/26/08
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If I'm going to spend $35 for a theater experience, I had better be buttering my own popcorn by the time the lights come back up.
BigBoobsMagee at 04:52 PM on 03/26/08
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I work in the same mall outside of Seattle that this thing is going in at, and I doubt it will last six months. First of all, its in an outdoor mall ( I know, outdoor mall in Seattle, BRILLIANT)where over ten stores have gone out of business in the last 3 months including express, abercrombie and fitch and nine west. Secondly, its right next to Microsoft and those people are, from what ive seen living here, unsophisticated and cheap.
shag_carpet_bomb at 08:02 PM on 03/26/08
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Connectedness Index: 0

I would pay $35 dollars if the dipshit next to me would stop texting during the movie, leave the toddlers at home, and not bring a Big Mac to nosh on during the previews. Until they solve those issues, it's Netflix, baby.
hissykitty at 12:33 AM on 03/27/08
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They have this sort of thing here in Australia
It's called gold class Cinema & the Ticket includes unlimited popcorn & softdrink the seats are in giant armchair twins with your own sidetable to place your goodies on you can also have cheese,wine & beer as well
There is also usually a nice bar area in the Gold class foyer
This kind of cinema experience is popular for newly dating couples.
kit10indublin at 07:18 AM on 03/27/08
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They have this idea in Ireland too but it only costs $10 more than the usual ticket price. It's not as exclusive as the pitch here but you don't get, or, certainly feel, like your being totally ripped off! The price seems to be based on the not-too-insane idea of 'if they can afford $20 for a ticket they can afford $35!'
Peabdog at 07:20 AM on 03/27/08
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Slag on RSA's investment in this idea all you want, but the snarkification on "Retirement Systems of Alabama" being a joke is pretty ridiculous. RSA has assets of about $31 billion, and its leader, David Bronner, is a bulldog with a nose for earnings.

Of course, it's always easier just to make fun of us ignernt Southerners, isn't it?
harshmellow at 07:50 AM on 03/27/08
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@Peabdog: Thanks for the *yawn* info, but I live in the South too, and yes, Alabama sucks.
creamsissle at 09:43 AM on 03/27/08
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Is that Heidi and Spencer in the picture above, attending the premiere of The Hills: The Movie?
Clare at 10:30 AM on 03/27/08
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Connectedness Index: 380

@kit10indublin: About six years ago while I was living in Pittsburgh, I worked in a theater that had a reserved seating section with cushy chairs, booze and better quality snacks. The surcharge was only $5 per ticket PLUS you got a coupon for $3 off anything. It was a great deal.
Peabdog at 10:57 AM on 03/27/08
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Okay, Alabama sucks. All the auto industries (Honda, Hyundai, Mercedes, Toyota), the $4 billion steel mill being built in Mobile, the rockets being built in Decatur, the Marshall Space Flight Center and high-tech business of Huntsville, Airbus' decision to build the Air Force replacement tankers and A330 aircraft in Mobile, the other aerospace industries in places like Troy, and the low unemployment and low tax rates notwithstanding, Alabama sucks. Glad you told me. Here I was thinking I was living in a booming state, but obviously, I'm an idiot.
Peabdog at 10:40 AM on 03/28/08
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This just in: Last year, Alabama got $6.8 billion in industrial investment last year, and added 24,244 jobs. Man, what a sucky state.
[blog.al.com]
hummingpenguin at 03:38 PM on 03/29/08
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@Peabdog: alabamans kill discussion threads. true story!
regisgoat at 06:11 AM on 03/30/08
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Alabama threadkillers aside, they couldn't make a deal like this work in Vegas, at the theater at the MGM Grand when they tried that about 20 years ago, cushy seats, cocktail waitresses and all. And at the MGM, they were showing the Marx Brothers and not, uh, Leaving Sarah Marshall or insert worse movie title here.
This model does work well when it's pizza, beer, and second run movies, though. Viva Cerrito Theater...
Snakeophelia at 05:02 PM on 03/30/08
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I'll pay $35 for a movie when I can drink beer while watching it and only people over 21 are allowed in. Cell phones must be jammed, and people who talk loudly/annoyingly during the movie must be promptly ejected.

Give me all that and something better to snack on than Raisinets, and I'm all yours. Otherwise, hello, Netflix!