Assigned Seats at the Movies June 2, 1998February 5, 2017 Charles and I went to see Bulworth at the Ziegfield Theater at 54th and Sixth in Manhattan, one of those great single-screen theaters with about a million seats. When we got to the line to buy tickets, we were surprised to see a seating chart dividing the theater into “zones.” We were politely asked where we wanted to sit and issued tickets with seat numbers just as if it were a football game or a Broadway show. Well, it’s not a football game or a $75 ticket to a Broadway show; it’s a movie. But, OK — it was required that we play along, so we did. We asked for an aisle up close, maybe the fourth, fifth or sixth row — center or side, didn’t matter. In we went and found our aisle seats in the 19th row. We waited for the movie to start, then moved up to two of the many empty aisle seats up front. No great harm done. The theater was only about half full, so we got to sit where we wanted. But look how dumb this is. Today, the way it works is that 600 incredible computers are applied to the task of finding each person the seat that best suits his or her preferences. These computers are called brains. No ushers or attendants required, no arguments, no delays, and if you want to be sure to get the kind of seat you like, just come a little early. Under this new, “improved” system: The wait to buy tickets will be longer, because each transaction becomes far more complex. To avoid holding everybody up, you’ll settle for a seat far less ideal than the one your eyes and brain could grab if you were actually looking at it, and those around it. Ushers will be required to help people find their seats, raising labor costs and ticket prices. There will be fights. People will sit where they’re not supposed to — some, because they’re pigs, most because “that’s an 8? It looks like a 3!” Or they’ll wait, as we did, until the lights go down, and then switch to an empty seat … but then the rightful owners, who came a little late, will arrive, which leads to a little whispering and “excuse me, sorry, excuse me, sorry” as people stand up and go in and out — and then, when you return to the seat you were assigned, it will turn out someone else took your seat when the lights went down — “excuse me, sorry, excuse me, sorry” — and why? What is accomplished by all this extra effort and regimentation? Nothing! It’s a movie! Leave us alone! I’m all for the new small “luxury” theaters that are beginning to open up. Big plush seats, waiter service for drinks, “free” popcorn, a high ticket price. I have no problem servicing the affluent market, or the market that wants to splurge for a special occasion. Viva first class for them as wants to pay for it. But assigned seating at the regular movies? It is a ridiculous idea. (And mark my words: It won’t last. Very few people will call the theater companies to praise it, and most won’t care too much either way, but many (like me) will hate it enough to drive the theater owners nuts.)
Assigned Seats at the Movies: A Terrible Idea June 1, 1998March 25, 2012 So we went to see Bulworth, which is a must-must-see (warning: raw language), and when we got to the line to buy tickets, there was a seating chart dividing the theater into "zones." We were politely asked where we wanted to sit and issued tickets with seat numbers just as if it were a football game or a Broadway show. Terrible idea. I’m writing this in the hope it will not catch on. And I think it won’t, because it’s a terrible idea. First let me say I’m no Luddite. "Hello, and welcome to MoviePhone!" may be annoying, but it’s a terrific idea. That’s the one where, if you like, you can call in advance 777-FILM or 888-FILM in the cities I’ve used it and purchase your ticket in advance. It’s great for the customers, because many do want to be assured they’ll have a seat when they get to the movie. It’s great for the movie theaters, because it increases the proportion of occupied seats. Some people now go to a movie who wouldn’t before because they didn’t want to risk not getting a seat … or because they didn’t have a paper handy to see what was playing. On top of that, some small percentage of MoviePhone purchasers buy tickets over the phone but don’t show up. I’ve done that myself. Not that I am loose with $18 (the cost of two tickets), but it’s actually not a huge price to pay for the option of seeing the eight o’clock show of Bulworth if you can get out of work in time. So in a sense, MoviePhone increases a theater’s capacity from 100% to maybe 102% of its seats, without having to build any new seats. Good for the theaters, a nice option for the customers especially the older ones, or the ones who have to engage a baby-sitter, only to find the show’s sold out when they arrive. Brilliant. But assigned seats? A terrible idea as I will argue tomorrow.