“Offering an ‘online theatre’ presents movie halls an opportunity for shared experience”

Movie viewing in theatres has changed due to the pandemic. There are strict COVID-19 protocols to be followed. The Government recently lifted the 50% seating capacity rules, allowing movie halls to seat to their full capacity. But with no big releases in the horizon, the crowds are still staying away from the movie halls.

Movie theatres in the South, however, saw some revival with the blockbuster ‘Master’ hitting the theatres to packed crowds. It goes on to show that big budget films starring the A-list stars will draw the audiences back to the theatres.

In conversation with Adgully, Vinit Mehta, Head of Sales, Indian Sub-Continent, Brightcove, speaks about what cinema halls need to do to garner revenues even as audience attendance remains thin.

What is your perspective on the footfalls in cinema halls ever since they have been allowed to reopen?

For months, cinema owners watched helplessly from the sidelines as streaming platforms snapped up Bollywood movies and released them online. Now that the cinemas and multiplexes have reopened, not everyone is rushing to visit cinemas. The reason for the smaller number of footfalls is that the general public are still concerned about the pandemic and their health. The other reason is that cinemas do not have any new movie releases or big movie releases to distribute, which leaves them with no option but to re-release older titles, which is not a huge draw for moviegoers.

With all the guidelines and regulations to follow, how does it change the experience of watching movies on the big screen?

For me, nothing beats the experience of watching a movie on the big screen, but given the current scenario, watching a movie in a cinema won’t be the same, at least in the foreseeable future. What comes to my mind is how different it is going to be amid the lack of crowds that is synonymous with movie-watching experience in a multiplex.

What are the strategies that cinema halls should follow to sustain through this time and generate some revenue?

It is indeed a challenging time for cinema halls, however, the silver lining is that they are now allowed to reopen and resume some kind of normalcy. While cinemas are able to open, it is going to be sometime before cinema-goers are comfortable to go back.

An interesting idea for cinema halls is to launch their own over-the-top (OTT) services. Imagine a world where you can decide whether to buy a ticket for a movie at your local theatre OR purchase the ticket to watch it in the comfort of your own home on the theatre OTT platform!

The pandemic has created an opportunity for cinemas to consider digital transformation. They can now eliminate many in-person touch points to create a safe environment for the viewers. This will also mean that fewer people will use cash and much of the ticketing will be digitised. Marketing to this digital audience will need to be very targeted and executed via the right online and mobile channels such as social media, incentives for customers to share their experiences and ‘recruit’ others, college & university databases, and bundled offerings, including refreshments, taxi rides to and fro the theatres, etc.

What’s the role of streaming direct to consumer to help cinemas stay afloat?

While we refer to cinema halls, it is also important to note that live events in the arts, theatre, and dance have taken to streaming in a big way during the pandemic with great success. With the current COVID-19 guidelines, we’ll start to see more live streaming of shows, delivered directly to your mobile device. Cinema hall organisations could recoup some revenues with streaming pay per view movies. They can also partner with leading Direct-to-Home (DTH) providers and offer films to viewers on a pay per view model.

How does one differentiate between the proposition of cinema and OTT? What is the role of tech in helping the traditional entertainment industry grow?

In the post-pandemic world, Cinema and OTT will co-exist. We’ll see both flourishing due to the massive growth opportunity across the board. While there is an audience that is waiting for the opportunity to go back to their favourite theatre with friends and family, there is also an audience that wants to watch a movie at their convenience on the device of their choice, at home. And there are times when that audience might want both.

The current scenario in the media and entertainment industry is a game-changer. We are witnessing a revolution in viewing habits that is unprecedented and has probably not been witnessed since the advent of colour television. Here, the role of technology not only has been to create contactless experiences for audiences at theatres but also to offer options to content and theatre owners to reach wider audiences.

Right now, organisations need to be innovative and think out of the box in order to connect with their viewers. At Brightcove, we have powered virtual and live streaming events for several marquee arts and entertainment organisers and content owners during the past several months. For example, we helped Revry reach a diverse audience on its OTT service available in over 130 countries and empowered the Tribeca Film Festival to increase engagement with fans using Brightcove video, and powered the Dropkick Murphys Streaming Outta Fenway event that reached over 9 million viewers earlier this year, raising over $700,000 for charities helping the community during COVID-19.

We have seen new movies being released on OTT platforms first before they are sent to the theatres. As a result, we are encouraging customers to target and build their own digital suite of apps on mobile apps, Amazon Fire TV, Android TV, Apple TV, and Smart TVs so that viewers can enjoy a lean-back experience in the comfort of their homes in the absence of visiting the theatre.

According to you, what is the future of multiplexes in the pandemic and post-pandemic times?

With the pandemic being the current reality, cinema owners need to have a plan that offers an alternative to their brick and mortar movie halls. A good number of movie halls are going to have to move upmarket and charge more as they reduce the number of seats to cope with both government restrictions.

Offering an “online theatre” presents an opportunity for the shared experience, with the added opportunity to deliver unique content, including live interviews with movie stars or premium digital meet and greet experiences. These digital experiences can be online at a moment’s notice should cinema halls be closed for any number of reasons, thus ensuring minimal disruption to cinema watchers. Even as the current pandemic crisis is transforming the industry landscape, the hybrid model of online and offline is here to stay and it is the future.