Film Journal October 2018

Seating Innovations
FJI’s Annual Report
Lap of Luxury
LEADING EXHIBITORS REPORT
ON THE RECLINER REVOLUTION
Film Journal International polled a number
of top theatre circuits about their adoption
of luxury power recliners and how it’s impacted
their audiences and their business. Here’s what
they had to say.
Marcus Theatres
Roughly what percentage of your auditoriums
now have luxury recliners?
We offer premium DreamLounger SM
recliners in 72 percent of our first-run auditoriums,
which is believed to be the highest
percentage among the top chains.
Do you install power recliners? What
percentage of your auditoriums have power
recliners?
Our DreamLoungers are power recliners.
They allow guests to go from seated
upright to full recline with just the touch of
a button.
What kind of impact has the trend toward
luxury recliners had on your business?
DreamLounger recliners have been
instrumental in our effort to provide our
guests with a more comprehensive entertainment
experience. With the addition of
DreamLounger recliners, we have also implemented
reserved seating across much of
our circuit. Not only does this provide our
guests improved peace of mind, it also allows
us to better track advance ticket sales.
Do you charge more for tickets to your
recliner auditoriums?
Following a renovation from traditional
seating to recliner seating, we do implement
a modest upcharge. That said, our current
pricing model includes several value offerings
for all day parts and demographics.
What kinds of comments have you gotten
from your customers about recliners?
Feedback from guests about our Dream-
Lounger recliners has been extremely positive,
which is why we continue to invest in
this premium amenity across our circuit.
Once they try the recliners, many comment
that this is the only way they will see a
movie going forward. They appreciate comfort
that feels like home in a social setting,
double the legroom between rows, and the
ability to pick their favorite seat online.
What has been the impact on maintenance
and cleaning?
Auditorium cleanliness is of the utmost
priority in providing a positive moviegoing
experience. In addition to increased comfort,
our DreamLounger recliners are made
from a durable material that is easy to clean.
James Meredith
Senior VP, Marketing &
Communications
Cinemark
Roughly what percentage of your auditoriums
now have luxury recliners?
Nearly half of our domestic theatres
now feature luxury recliners
What percentage of your auditoriums have
power recliners?
Every recliner is a power recliner.
What kind of impact has the trend toward
luxury recliners had on your business?
There’s no doubt it has had a very positive
impact on going to the movies. When people
enjoy the in-theatre experience, it creates a
desire to want to visit the theatre more often.
Do you charge more for tickets to your
recliner auditoriums?
Because we remodel 100% of our auditoriums,
there is no upcharge. We offer the
same price for every luxury recliner.
What percentage of your theatres have a
reserved-seating policy?
When a theatre gets the recliners
added, they also add the reserved-seat amenity.
For that reason the percentage is the
same. Nearly half of our domestic theatres
have reserved seating.
What kinds of comments have you gotten
from your customers about recliners?
As you can imagine, they get overwhelmingly
positive reactions. Most of the
comments (“comfortable,” “relaxing,” “won’t
go anywhere else,” etc.) are predictable responses
but always great to hear.
What has been the impact on maintenance
and cleaning?
Surprising little impact. Cinemark has
always dedicated a great deal of time and
effort to cleaning auditoriums after every
show (no matter what kind of chair), and
that simple but important task keeps potential
issues to a minimum.
40 FILMJOURNAL.COM / OCTOBER 2018
040-049.indd 40
9/5/18 3:28 PM