Caffeinated Clint
Over the past 100 years, the cinema has survived by constantly adapting to the next big thing. With box office down by around 15% this year in Australia, and cinema closures in several states, what will the industry adopt next to bring the crowds back?
Around WW1 the first purpose-built cinemas appeared and catered to the surging popularity of the silents. Prior to this the flicks were shown in open airs, tents, halls, live houses and whatever other venues could be found. Soon lavish picture palaces were built in every city and major town as the roaring twenties saw picture going in Australia become the number one pastime. After the ravages of the depression, Hoyts, Greater Union and the independents pushed stylish art deco cinemas into the suburbs and were ready for the surging audiences of the late 1930’s and WW2 era.
After reaching another peak in the late 1940’s, audiences had already begun to wane by the time television hit Australia in 1956. The exhibition business in Australia then went into freefall with former patrons discovering the novelty of TV and few new cinemas having been built in the previous 15 years. CBD theatres combated the onslaught of the small B & W TV set somewhat by offering Cinemascope, TODD-AO 70mm, Cinerama and other widescreen and colour processes, but the suburbans continued to close as audiences deserted them in droves.
Just when it seemed all hope was lost the drive-in theatre appeared as a beacon in the dark. Whilst the circuits of Hoyts and Greater Union hardtop cinemas had more than halved by the late 1960’s; over 350 drive-ins had been built in this period. The drive-in drew families out away from the TV where they could enjoy each others’ company in the privacy of their car. It was affordable, they could eat their evening meal, talk and even fall asleep.
By the mid 1970’s drive-ins dominated, but new suburban twin cinemas and city complexes were emerging. Multiple screens and stereo sound catered for the late 1970’s blockbusters like ‘Star Wars’ and ‘Grease’. The mid 1980’s, however, saw attendances hit an all time low with the average Australian going to the movies less than twice per year and preferring to stay at home again.
In 1986 Hoyts opened Australia’s first suburban multiplex at Chadstone. The next decade saw the cinema circuits reinvent themselves yet again as 8 and 10 screen multiplexes became 16 and even 30 screens megaplexes with unlimited choice of film, session times and car parking. The average Australian was now going to the movies almost 5 times per year.
Fast forward to 2005 and the industry is once again fighting the stay-at-home Attractions that are now more numerous than ever before. Once again the industry is searching for the next big thing. The next 10 years will be highlighted not by even larger complexes or even the long promised digital revolution, the next big thing is point of difference!
The evolution is slowly happening before our very eyes.
Village introduced the first Gold Class cinemas in 1996 and these have grown in popularity world wide. The concept has been tailored and adapted into many other offerings: Directors Suite, VIP, etc but the concept remains: special luxuriously appointed houses with food and beverage offerings for those choosing to view films in luxury seating away from the mainstream. Village have added more Gold Class houses to one of their most popular locations at Casino and will continue to add more Gold Class venues across the country in partnership with Greater Union. Most major and medium chains now offer an exclusive lounge seat-style auditorium.
Screens have been growing in size for several years after shaking off the shoebox cinema tag leveled often accurately at the first suburban multiplexes. Cinemaxx, Superscreen and more recently V-Max have seen the Australian majors install the largest indoor conventional screens in the world into their multiplexes. These massive screens have been restricted to just one or two auditoriums per location to again offer a point of difference from the mainstream for those that simply must have the all-encompassing impact from the latest Hollywood blockbuster.
Whilst these almost 30 meter-wide screens offer enormous size, the image quality lacks in both resolution and brightness. It is likely we will soon see the solution to this dilemma here in Australia; IMAX. The giant screen, large format specialist has long since moved from the science museums of the world and has been growing steadily, attaching itself to suburban multiplexes. Many major blockbusters are now IMAXised utilising their proprietary DMR process so the images are sharp and bright on those massive screens. Collecting ever greater percentages of first release blockbuster box office in North America, look for them soon at a multiplex near you.
Arthouse, or quality cinema, has come a long way from the converted newsreel houses of the 1960’s and 70’s. Slow to follow its big brother multiplex in plush design, the latest offerings at Palace, Dendy and Europa spoil the quality cinema patron from the foyer all the way to the on-screen presentation.
Some of the exhibition concepts from the past have re-invented themselves and present as alternatives to the mainstream multiplex for ever growing numbers of customers. Triple-screen drive-ins now deliver stereo sound and the largest, brightest images incorporated with the classic charms of great food and atmosphere. Another triple screen drive-in is about to enter the marketplace to add to the success of locations such as the Lunar Dandenong. Outdoor cinemas have also
re-emerged after decades of disinterest. You can still even find single screen suburban cinemas offering what they do best, screening films to almost a thousand at a time with all the charm of bygone days.
Other points of difference will emerge over the next 10 years and will also likely encompass 3D and even simulation. The tortuously slow roll-out of digital will continue. We are always exploring new films and look for advice and reviews on what to see next, but more frequently now we are exploring new venues and concepts in which to see them in as well. The next big thing is already here, go out and experience it.
– DAVID KILDERRY
[Speaking of Drive-Ins, can’t say enough about how good those burgers are at the Lunar Drive-In Dandenong. Even better? a double feature every week to swallow it down with. This week – "Deuce Bigalow 2", "Stealth" and "Dukes of Hazzard", and next week – "Cinderella Man" snags a screen. Tell ’em Clint sent you!].
