movie-going in the US has hit rock bottom. it used to be that you purchased your $3 tickets from the counter, walk into the theater, sit down, watch 3 brief previews, and watch your selected movie as it starts....on time.
eventually, corporate advertisers recognized the captive audience scenario and began creative ways of infiltrating the hallowed grounds of the cinema. brief reruns of old ads for coke, pepsi, and other confectionaries soon gave way to product placements in the films themselves. and now the advertisments have mutated, growing larger, stronger--and longer. ad space has been granted mini-movie status at some of the larger theater complexes and has brought the movie experience to an all-time low.
last evening, CJ and i headed to downtown 5280 to catch "you, me and dupree." every once in a while, even intellectuals need a mindless laugh or 10 (and what red-blooded american male doesn't want to see the new and improved kate hudson prance around in little undies? rave for another day...). we had it all planned out. we'd grab a quick bite at paramount cafe across from the theater, catch the 5:30 show, and still be back to my place in time for the first run of this week's entourage. we finished our average-to-above-average food and people watching at 5:20 and headed across the street.
by my time keeper (phone, i don't wear a watch), we bought our tickets at 5:30 and headed into the theater, fully expecting to walk in at the beginning of the previews. dead. wrong.
we headed to our seats and sat down staring at the blank silver screen. the lights were still on full blare, as if we'd arrived 20 minutes early, when in fact, we were almost 10 minutes late (CJ has a walking cast and walks slower than mr. magoo). the reel started, um, reeling and away we went....or so i thought.
it was 5:40, ten minutes after the scheduled showing of our movie, and only 2 hours and 20 minutes to entourage. "coke is refreshing." "if you're tired of dropped calls, drop your network and get cingular." "coke is refreshing." "toyota--moving forward." i fucking get it! coke is refreshing. now can i please have a pepsi?! "turn off your cell phones serviced by cingular." "regal cinemas thanks you for coming. enjoy your coke." the only thing that would have made this remotely entertaining would have been a genital herpes commercial. seeing 30 people in a theater all grow silent and stiff would have been priceless. no dice.
the previews, mercifully, started after 25 minutes of being an ad critic against my will. the movie guy voice filled the theater and introduced us to 5, not 3, 5 upcoming films. none of them enticing, by the way. i mentioned aloud how ridiculous this whole thing was, and had half a mind to find the theater manager and just start screaming. not that it would have done any good, but it would have made me feel better.
25 minutes of ads, 15 minutes of previews and 5 minutes of the compulsory "no talking, turn off your cell phones, enjoy our refreshments" messaging, the featured presentation finally started--about 45 minutes late.
this whole "experience" reminded me again of exactly why i hate going out to see a movie. sure, the film was, mindlessly funny, and kate hudson looked more amazing than anything i could have dreamed up (an image that will remain in my fantasies till my dying day), but i'm sure it would have been just as funny and she would have been just as unbelievably sexy if i waited a few months and rented the dvd, which can be controlled by a remote...with a fast forward button.
for a society controlled by the clock (read: NOT europe), it comes as a great surprise to me that a venue so regimented by time could so blatently disregard it. coke's money has now grown to even greater importance than patrons' time, which gives new meaning to the term "sold-out show."
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4 comments:
no. i didn't change it under duress. it's not my fault that some people aren't sophisticated enough to realize that it's how a euro would spell it. by changing it to "jeen," no one can mistake it for anything other than what it is: a phonetic spelling of the name. sheesh.
Why do you love Europe so much?
Shit, someone put a film in my commerical...
shawshank...what's not to love? they have cooler sounding languages (except german--it's fugly), more progressive fashion, a more diverse culture, longer history, and they're (generally speaking) much more laid back than americans. just ask the spanish how they like their siestas. it's really not so much that i'm a eurofile, but rather i thought the name "jean yus" wouldn't need further explanation. i now know that i can't assume even intellectuals to understand a simply play on words through phonetic spelling.
HW--very sorry someone spoiled your commercial. ya know, it'd probably have been a better set if it'd been my voice doing it rather than the guy immitating pablo francisco.
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