Does Disney Bid Farewell To The Movie Star?
Has Disney lost its sparkle for film enthusiasts after movie theaters′audience numbers have been stagnating or even dropping in many major countries over the last few years? Has the end of the traditional movie theater arrived? Has it already started without us realizing it? Will Disney and its film The Little Mermaid put an end to how we′ve used watching movies in theaters whilst munching popcorn and sipping at our Coke? The way how we identified ourselves with the stars on screen? How will it impact our future media consumption, us, and our society?
Well, indeed we might be close to nothing less than a(nother) media and electronics revolution. This time it goes almost unnoticed. Or do you know that Disney is explicitly asking cinema visitors for today′s re-release of The Little Mermaid to forget about the old rule and warning to turn your mobile devices off before the movie starts? Yes, for a special Second Screen Live showing of Disney's The Little Mermaid, it's going to be very different as moviegoers are encouraged to use their iPads for an augmented experience while the film is showing on screen in select theaters. The stars are not any longer in the movie. The stars – and main actors – are watching and interacting with the movie! That′s what I call a revolution!
Officially, of course, nothing to be concerned about that Disney has created an app which allows viewers to interact with the movie in select theaters. Visitors will be able to play games, compete with fellow audience members, watch behind-the-scenes video, and sing along with the movie (Mama Mia and The Rocky Horror Picture Show are sending their best wishes!). The app is free, but Android tablets are not supported. Disney and Apple have had a long-running and close relationship. With Steve Jobs having taken a seat on Disney's board of directors and become the company's largest individual shareholder when Disney acquired Pixar in 2006. Disney president and CEO Bob Iger joined Apple's board late 2011 after Jobs' death. You′re getting my drift?
The Little Mermaid edition is the first that works in theaters, which could prove very interesting. Especially for family movies it might be more of an enhancement than a distraction and maybe also for specific niches (e.g. midnight screenings). Most likely also interesting in general for popular re-releases when the plot is already known. It is Disney's first public use of the technology after a trial run last fall alongside Tim Burton's The Nightmare Before Christmas. According to the mouse-house, the audience reacted quite positively back then. Consequently, if it works – then Disney will be doing this with all their re-releases – and then on their main features and then other companies will start thinking about it.
However, while it could be seen as fun as the “Rocky Horror Picture Show” experience, many people just go to the movies to watch the movie. And not wanting being surrounded by tablet and smartphone screens glowing brightly and distracting them from the movie. For them, myself included, a movie theater is a place of tranquility, personal stimulation, and indulgence. For sure it seems to be a splendid idea for home video. Saying that, you might wonder about the impact on society in general and on kids in particular, if it were to become the norm in movie theaters.
Should we as a society further demystify going to see a movie by introducing our children to the notion that it's fine playing with their tablets and smartphones during movies? Is it okay not paying attention, not concentrating, and not using one′s own imagination any longer? Do we really want to define "watching a movie" as "playing with your tablet in the theater?"
True, weak ticket sales have also been caused by the poor economy, rising admission prices, online streaming services like Netflix, and the ease of illegally downloading movies. Often, however, they were also triggered by a lack of blockbuster movies and a backlash over poor remakes and boring sequels. Over the years the studios responded with new technologies such as widescreen color images, stereo sound systems, and in the most recent past again with 3D films (which have quickly disappeared) to lure visitors to the movie theaters.
That′s not to say that Hollywood & Co. should not try to smartly incorporate some interactive media tools into certain movies. Just wondering, if expensive tablets (which are not available to everyone) are the best way to get moviegoers more involved and to stimulate engagement, fun, and imagination. And how to do it without bothering regular visitors?
How would you do it? Would you watch an interactive movie in a big cinema? If yes, which one?
I′m looking very much forward to receiving your feedback! Let′s have a good discussion!
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Andreas von der Heydt is the Country Manager of Amazon BuyVIP in Germany. Before that he hold senior management positions at L'Oréal. He′s a leadership expert, management coach and NLP master. He also founded Consumer Goods Club. Andreas worked and lived in Europe, the U.S. and Asia.
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shemar moore at Second To None, Inc.
11 年i think you about something for telling you or me that
Seasoned communications leader: in-house/agency (with training/teaching experience)
11 年Call me old-school, or just plain lazy, but do we really need more distractions than we already do in every single facet of life? What happened to plain chilling at the theatres? (At the rate I'm going, I should probably start retreating to the mountains...)
Knowledge Manager - Capgemini - Managing Knowledge Captured for Customer Support
11 年It's a shame that our younger generation will miss the details and the nuances in the movie because they're looking down or are distracted by other peripheral activities. Technology and personal mobile devices have their place...perhaps before, during an intermission or right after the movie. I hope that this doesn't happen with other entertainment like the ballet or symphony. I also agree with Madhura's comment on using devices at home watching movies...there entertaiment has a pause and replay button. :)
A Friendly Human
11 年Disney has always been an innovator in the movies. Steamboat Willie (the third Mickey Mouse short) was the first popular "sound cartoon." Disney made the first full-color animated short. Disney made the first feature-length animated film (Snow White). The list goes on and on. I'm not surprised that they continue to innovate with movies. Will this one work? I guess we'll find out. On a related note, more about movies in general than Disney, I've become disgusted by all the commercials shown before movies nowadays. I'm told that the theatres are making a lot of money from them, so they probably won't be going away. But I will. The movie-watching experience is much better at home (and it's also a lot less expensive).
Key Account Manager | Renewal Specialist | Customer Success Leader | Driving Long-Term Client Relationships & Business Growth
11 年It is an adventurous move but also a risky one . The value and originality of the idea is high but if it is not executed in the proper manner , it may be a total chaos .I feel theater is still an experience that people plan every weekend . I cant think of relishing watching a movie like Iron man 3 on my tablet , big screen has its own charisma.