Japanese cinema complexes fight back against the home theater trend

The Yomiuri reports that Japanese cinema complexes are attempting to win back movie fans who have been choosing to watch rented movies on wide-screen TVs instead of going watching films in theaters.

Some of the new things theaters are trying out:

digital projectors to provide enhanced colors and images
cutting-edge audio technology and devices, including large speakers that are normally used for music concerts.
“platinum seats” that cost 5,000 yen (about $50)
“platinum rooms” for couples that cost 30,000 yen per screening (about $300)
a luxurious atmosphere with a night view and cafe bar outside of the screening rooms

The article does not mention Japan’s movie ticket prices, with some theaters charging the equivalent of $18 for a normal ticket – well over doubled the average price movie-goers in the U.S. pay for tickets.

16 comments - What do you think? Posted by James - July 29, 2008 at 6:10 am

Categories: General Japan Tags: japan, Movies

james cameron

one word: stereoscope
http://www.feitclub.com feitclub

“People are increasingly choosing to watch movies at home on their HDTVs. How can we lure them back into the theaters?”

“We will offer them new and EVEN MORE EXPENSIVE movie viewing options.”

“Brilliant!”

-Personally, I wish more theaters offered “couple’s discounts” like the one my wife and I took advantage of last summer. As it is now, I always seek out those discount tickets to bring the price down to an affordable level. “Couples” pricing just saves me the time of tracking those coupons down.
ダビ

The only time I watch movies at home is when I missed them on the big screen. Going to the cinema is so much nicer.
Greg

I would happily pay 1800 yen / $18 to watch movies in a Japanese movie theatre, rather than the lower price in a North American one, for the simple reason Japanese patrons are *so much better* at watching movies than the piggy, selfish morons I encounter in my usual neighbourhood theatres.

When I lived in Japan, I was astonished to learn I could pick a seat when I bought a ticket. Awesome. And then people didn’t talk during the movie, or check their cell phones, or kick my seat, or leave their garbage at their seats, or stand up in front of me at the first frame of credits.

The fact that the price only doubles (at the worst of times — there are also cheaper deals to be had in Japan) for such a refreshing blast of civility and manners is also astonishing.

phauna

In Australia you can just sit anywhere, no allocation at all. And people are quiet too. It’s a bit too expensive though.

http://hi5lo5.blogspot.com/ LordHuggington

Bravo. High prices are what are turning people away, and these guys decide to ratchet up prices even more for some premium services. If people can afford these platinum services, they can probably afford to fork out the dough for a nice home theatre system as well, giving them little reason to drag themselves out to the cinema in the first place.
edwardhasnewgoggles

I think dinner and renting out a love hotel is a cheaper way to have a couple’s night out.
Kevin

Just as a small note. I find it pretty ridiculous that theaters are actually raising prices to bring people back to the movies, but no one should *EVER* be spending 1800 yen for movie tickets. There are discount ticket shops all over Japan that sell movie tickets for 1300 yen, and if you know where to look, they are usually located just outside the theater you want to visit.

If you live in Shinjuku there are two off hand that I know of – the first is the Tsutaya near Kinokuniya and the second is near an arcade in the shopping area right before crossing the big intersection to Kabukicho. There are a lot of shops in that area especially.

I’m pretty sure that even if you live away from Tokyo you’ll be able to find these kinds of shops. These are the places where people have typically bought event tickets like plays and musicals, and also tickets for things like kabuki and Disneyland.
http://www.japansoc.com Nick Ramsay

Almost the entire population will upgrade their TVs for the 2011 changeover to digital. If cinemas are struggling now, they ain’t seen nothin’ yet!
Supercoolmanchu

I can actually see this taking off. Movie theater experiences in Japan have always been a drag as far as I can remember (with the exception of the actual audience, as someone mentioned above). Movie theaters in Japan are downright crappy, and some of my friends in Japan have made the habit the last several years of traveling to the U.S. just to catch a new movie in a decent U.S. theater. They claim it makes all the difference in the world, although they aren’t your average film buffs.

The same was said for the U.S. audiences back ten years ago. Everyone thought movie theaters would be extinct with all the fancy wide screen home theaters becoming more and more affordable. Ten years later The Dark Knight had the biggest opening weekend in Hollywood history, and it’s all thanks to nicer theaters (ie. IMAX) with over the top sound systems; not to mention an awesome big-screen-friendly film like The Dark Knight. Movie theater experiences are here to stay, and it’s not because they’re lowering ticket prices. They’re improving the quality of the movie theater experience.

I too have a wide screen tv at home and pay $5 to $10 for a DVD like anybody else, but I paid $17 for The Dark Knight in IMAX the other day and it was WELL worth the money. I would pay to see that again. I recommend it to all.
http://www.youtube.com/user/juniorcomedy Junior

Doesn’t this all come down to supply and demand?

The theaters I have been to in Japan are AWESOME! ! ! (minus the super small seat for my large frame) I remember walking out of Die Hard 4, walking into the bathroom, and not having to touch anything. (Well almost) I felt I was truly in the future! I went with a friend on “ladies day”. There was a decent house because of the discounted tix. But when I went on a Friday night there was NO ONE in the theater.

It’s simple. LOWER PRICES. INCREASE SALES. MAKE MORE MONEY! ! !

18 bucks is STUPID!
_kovert

If they would release the movies I want to see before they are out on the internet I’d go to the movies every week (even if I had to pay 1800 yen).
Waiting 6 months after the US release to watch the summer block busters just doesn’t cut it.
Yes I know SOME movies come out at the same time but rarely any I am interested in.
ssway

If they want more people coming to the theater here’s a few tips:

- Stop with the Anti-piracy ads. I don’t want to pay for my ticket only to be told about the evils of piracy.

- Enough with the 15-20 minutes of Commercials. I PAID to watch a movie, not the commercials you are getting paid for. If I want to see commercials I’ll watch it on TV when it comes out.

- Better snack foods that aren’t priced through the roof.

- Don’t even think of raising the ticket prices.
Eddie

They’re missing the point with the whole digital projector aspect.

Cinema is about FILM, you can’t recreate that warm film look with a DVD or a Blu-Ray disc.

Bad move.
http://slashandburn.typepad.com/yakihito/ Adam

Ticket prices are already up to $14 at some theaters in San Francisco and Los Angeles (and New York too I’d wager) so the price difference is decreasing, but yeah, it’s still too expensive. I love movies but never go out here in Japan because I’m a poor student, and $18 is practically a six-pack of beer (don’t get me started on the high price of beer).
kabocha5000

“platinum seats”, huh? Tell ya what, I’ll pay 600 yen for the more modest “aluminum seat” since all I wanna do is watch the movie, not get a massage.

Japanese cinema complexes fight back against the home theater trend

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