What Is X Plus Movie

What Is X Plus Movie – National Amusements Inc. uses all the usual approaches to promote its cinemas: billboards, radio, social networks. Now add a new component to this marketing plan: scientific experiments.

That’s right. Scientific experiments. Norwood, known to moviegoers as Showcase Cinemas, conducted a “biometric study” in August to compare viewers’ reactions at home and at the theater. In addition to traditional polls, participants wore sensors that measure heart rate and skin conductance to gauge their enthusiasm. The movie in this case was “Jumanji: Welcome to the Jungle”, a fantasy adventure about teenagers who get sucked into a video game.

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Showcase will release the results of its investigation Tuesday morning. The findings aren’t unexpected — people were, unsurprisingly, much more motivated by the theatrical presentation. You can, however, expect the company to use the data for promotion. Don’t be surprised to see others in the industry point to these stats as well.

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The trial highlights the challenge cinema chains face in the streaming era. These days, they’re more concerned with the competition from Netflix and Disney Plus than with each other. If the industry wants to differentiate itself, it must convince consumers that the value goes beyond the price of the ticket.

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For Showcase, this study represents the next step in that effort. The sample size was small: Forty people attended Showcase Cinemas XPlus in Revere on August 27, along with about 150 other unattended viewers, while the next day, 40 people watched in smaller groups in a simulated home environment in Boston. Consultants at HCD Research recorded that theater participants experienced an average of 757 seconds of higher neurophysiological arousal compared to a measly three seconds in the home environment. The viewing experience far outperformed the home simulation in all categories.

Michelle Niedziela, vice president of HCD, says the difference in arousal level is so great that she doesn’t think increasing the number of participants would dramatically change the conclusion: Watching a movie in the dark with strangers and surround sound is just that much more exciting then watch it from the comfort of your couch.

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Mark Malinowski, vice president of global marketing for Showcase, says he is not aware of previous similar experiments in the industry. It will share the data with film distributors and ticketing partners, as well as colleagues in other chains, to help them justify the power of cinema.

Comscore media analyst Paul Dergarabedian says the project illustrates how theater chains find themselves needing to promote themselves beyond just the films they show. They can no longer sit on the sidelines, regardless of the growing number of streaming services demanding consumer attention.

Dergarabedian remains captivated on the big screen. But the statistics are not particularly promising. Comscore shows that 2019 North American box office revenue fell 5 percent year-over-year through Sunday to $9.1 billion. Dergarabedian notes that the industry had a record year in 2018, and the strong performance of just a few films could change course. (Fingers crossed, “Star Wars: The Rise of Skywalker.”)

Perhaps even more disturbing: the long-term trend of declining visitor numbers. Leisure consultancy White Hutchinson reported that per capita visits fell from a peak of 5.2 times a year in 2002 to 3.5 times in 2018.

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As a result, movie theater owners are engaged in an arms race to improve the movie theater experience: bigger screens, bigger seats, bigger menus.

Showcase is in the middle of a multimillion-dollar campaign to renovate about two-thirds of its 27 U.S. locations.

Even relatively new venues are getting a makeover: the refurbishment of Chestnut Hill is nearing completion, while work on the main theater at Legacy Place in Dedham is just beginning.

It may not be the same as being sucked into a video game. But the theater industry realizes that it needs to make the experience as immersive as possible – in a “Jumanji” way – to keep fans in their seats. No fancy science required. Going to the movies is one of my favorite ways to relax and have fun. Growing up, it was a family tradition to go to the movies on Sunday after church, at least once a month, and I was always excited to see a new movie!

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When I want to go to the movies, I always look for the Showcase Cinemas closest to me, and here are a few reasons why:

1. Starpass, Showcase’s free rewards program, where members earn 10 points for every dollar spent on tickets, concessions and purchases at select theater restaurants.

2. Showcase Cinemas hosts a weekly Event Cinema that brings alternative content to the big screen, extending the movie theater experience beyond the latest blockbusters and encompassing a wide variety of captivating and unique live and recorded entertainment.

3. Showcase cinemas feature state-of-the-art technology, including Showcase MX4D, Showcase XPlus, SONY 4K, REALDTM 3D, IMAX® and CC/DVS systems. Enjoy watching a movie at one of their locations with the latest technology to make your movie experience so memorable!

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4. They offer a very useful subscription program called Showcase Subscribe that makes going to the movies cheaper. Below are some details about the program:

– Possibility to buy tickets in the 2D or Premier package, including 3D, XPLUS and IMAX formats

*All plans require a minimum purchase of three months and Showcase SuperLux, Lux-Levels and MX4D are not part of the membership plan.

5. Finally, each Showcase Cinema features multiple dining options – from full-service restaurants to traditional concession stands. You can meet up with friends for a few drinks before watching a movie, or go out for dinner with the family after the show. Showcase Cinemas offers restaurants for every taste!

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This is a sponsored post I wrote on behalf of Showcase Cinemas. All opinions and texts are my own.

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STRETCHED: Mark Malinowski, vice president of global marketing for Showcase Cinemas, and Colleen McCormick Blair, the company’s public relations manager, relax as they discuss the features of the XPlus Cinema. The first of the renovated rooms has a capacity of 170 seats. Malinowski assured that viewers will not fall asleep during the 3-hour “Batman”. “There’s too much action,” he said.

SUPER WIDE: In addition to relaxing sitting, the XPlus has a super wide screen with crystal clear laser projection and immersive Dolby Atmos sound.

That changed with the debut of Rhode Island’s first at Showcase Cinemas de Lux Warwick on Division Street.

On Thursdays and Fridays, new feature films are shown in the theater performance “The Batman”

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“We are delighted to unveil the new state-of-the-art XPlus Laser large format auditorium at our Warwick Cinema on Quaker Lane.

“XPlus is one of the most technologically advanced, incredibly comfortable and amazing ways to watch a movie, so it’s only fitting that we introduce it to the state of Rhode Island with the release of ‘Batman,'” said Mark Malinowski . , Vice President of Global Marketing for Showcase Cinemas. “With XPlus you get everything a modern moviegoer could want: crystal clear laser projection, immersive Dolby Atmos sound, electric recliners with personal trays and a huge screen.

XPlus has proven to be our most popular movie format in all of our movie theaters here in the US and around the world, and we are so excited to introduce this time-tested offering here in Rhode Island.”

According to the press release, “The brand new XPlus display is two and a half stories high and stretches from wall to wall. It is also powered by laser projection, enabling films such as ‘Batman’ to be presented with brighter, clearer and more vibrant images on one of the largest and most immersive screens in the industry.”

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Other concourses in the theater will feature new reclining seats. Malinowski said in an interview Tuesday that the company started planning renovations before the pandemic.

“Planning started in 2019 and in the fall we started the renovation, which was still ongoing, as we kept the cinema open during the renovation. It took us about 6 months to get the XPlus Laser auditorium ready for the presentation,” says Malinowski.

Additional upgrades to the theater continue with an expected completion this spring, including all reserved, all-power recliners and upgraded sound and projection systems in all 15 auditoriums, along with a “renovated lobby” featuring a brand new concession and hot food center.

The Division Street location is one of two locations that Showcase Cinemas has in Rhode Island, the other location being in Providence.

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