Pixar's "Up" and the Case for Live Performances

Matthew Ebel — Mon, 01 Jun 2009 15:25:38 +0000

Last night I had the best movie theater experience I can remember. Sure, the movie itself was some of the finest American cinema ever made, but that would be equally as true if we’d have waited for the DVD or iTunes download. No, this isn’t a review of Pixar’s new movie “UP”, it’s a review of the modern theater experience.

Awk!

For reference, we saw Star Trek the night before at the Übermegamultiplex in Framingham, spent about $20 for a typical commercial-laden action flick. Though the movie was good, I was reminded of why I wait until we can watch the movies at home. $9 for a ticket and another $10 for popcorn and a drink? For $20 I can rent the movie, watch it on a big screen with digital surround sound and mix a few cocktails and cook some burgers to go with it.

Enter the Premium Theater, where we saw Pixar’s film last night. The concept isn’t new; this theater’s been in operation since 1994, I believe. The difference, however, is one of experience. It’s the same film reel, the same screen, and the same sound system as any other movie theater. For $20, though, there are perks…

Unlimited popcorn and soft drinks (including tea… yes, Earl Grey tea). This alone makes it the same price as a typical movie experience.
Ages 21 and over only. Even for a Disney/Pixar release, Act III realizes that grown-ups want to see this thing without interruption from kids and teenagers.
COMFY seats with tray tables. These things were high-backed leather-esque easy chairs… all they lacked was a recliner.
Real food, real drinks. I can’t speak for other theaters, but the Framingham location served some well-mixed cocktails and great food- yes, great food. Rolling a 20: Seven of us ate and drank for under $100, too.
Reserved seats. Need I say more?
The single drawback: The staff was obviously the same crop of 17-year-olds that work at the normal theater, not a wait staff that’s trained in customer service. They even cut off the ending credits before we were finished watching them.

As I said, the movie would’ve been just as funny, just as heart-twisting on DVD or an iPhone. I felt this movie was blog-worthy because of the live experience. In my line of work, it’s often difficult to convince people to come out to concerts when they already own great albums and great sound systems at home. It takes a lot of effort, I guess, to pry oneself from the computer chair, preen, and drive/ride into the city for a show. Especially if you’re going to pay $6 for a cover charge and eat out as well.

The difference, however, is quite measurable. A good live event makes you part of the experience. When you listen to an album or watch a movie, you are a spectator viewing through a glass window. The entertainment may be just as good on a pre-recorded disc, but the tangible trappings of a real night out can impress the event into your memory forever.

And these days we all need more good memories impressed upon us.

Matthew Ebel » Disney

Pixar's "Up" and the Case for Live Performances