I would like to tell of you my severe disappointment in visiting your
cinemas.
You are "fanatical about film" – so am I.
I have cash, I live within easy walking distance of one of your
cinemas, and I love watching films on the big screen. Last year I spent
over £1000 (gulp!) attending film festivals, in the UK and overseas, and
in the last 7 days alone I have spent more on cinema tickets than
groceries – and more still on the extras, drinks, snacks, a meal before
or after.
Surely, I fall within some parameter defining a target customer for the
films you are showing this week: Star Trek, Synecdoche or State of Play
for example, all films which should appeal to adult audiences. Surely
you want to entice me in, and syphon the cash off me during the 2.5
hours I will be in your hands.
Apparently not.
On the screen, James Bond may order a well-made chilled Martini, in the
space bars of the 23rd Century James T Kirk can down Bud Classic and
Jack Daniels – but in the foyer James and Jane Public are offered
primary coloured counters offering only infantile treats in massive
quantities. Barrels of Popcorn, Buckets of tooth-piercingly sweet iced
Soda and dayglo Hoppers of Pick n' Mix.
Oh. And Nachos. With Gloopy Orange Cheeze-greeze on top.
I'm 30+ years old damn it, not FIVE.
I'm allowed to stay up past 8pm these days, without asking Mum first,
and these infantile treats no longer hold much appeal.
I like grown-up movies - and beer, wine, gin, coffee, dark chocolate,
cashew nuts, pretzels.
Not Candy, Nachos and Cola.
I'm not whining, honestly - I want to give you lots more money than I
already do, I am itching to hand over my cash for a single shot of real
coffee, but, oddly, you do not seem to want it!
Don't tell me that other customers don't feel the same. Clearly you
also see the oddity here. Why else would there be a tatty photocopied
notice in the Box Office, window advertising wine and beer?
But on a muggy bank holiday Monday evening, no actual drinks on sale, no
one to take my cash and hand me a cold beer in a plastic mug.
Your staff just shrug "Sometime on Saturdays we have a little cart with
wine, but only when we have the staff.".
So, I've learned my lesson. If I want to spend an evening watching a
movie, I'll stick to the Independents, to the BFI, to the Curzon, wait
three weeks until until the film reaches the Prince, or god-dammit, rent
a DVD, and avoid your hellish crèche.
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