Landmark Theaters axes discount cards

Buy it. I used to buy the Landmark card too. i'll look into this as I see maybe 25 films a year at Landmark.

At AMC I order packs of 50 silver tickets (anytime) for $7 apiece...yes $350. But they never expire. So those 50 tickets end up being a better and better investment as the prices creep up toward $11.

The non-exclusive ticks (gold at AMC) are good for movies over two weeks old and they're only $5.50 each. $275 sounds like a lot until you realize everybody else for the same number of tickets at the box office would pay about $550. Go on a Wednesday and AMC gives you free popcorn per ticket with an AMC card: thus a night for two is $11 for two tickets and two small popcorns. Can't beat that anywhere.

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Man am I with you on this. As a student I would go to the theatre 3 to 5 times a week, most of my money went to discount cards, the only way to go. Now I'm in my thirties, I can afford a decent video projector, I get my dvds from Blockbuster, previously viewed, for a third of the Wal-Mart price. Oh yeah, I see movies much later, but I joyfully give the finger to those theatre chains who have no respect for movies and moviegoers, only worshipping their bank accounts. Done with the obnoxious jerks!
Plus, we get to enjoy the old classics. This weekend I'm having a few buddies over for a Dusterathon: Ford's "The Searchers", Huston's "The Unforgiven", Brooks' "The Professionals", Leone's "Once Upon A Time In The West". Beer and taquitos on the side table. Yeeeeeeeeeha.
Next month? Film Noir: "Dark Passage", "Out of the Past", "Night of the Hunter".
Then I don't know... suggestions, anyone?

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This is indicative of the deteriorating state of Landmark Theaters under the ownership of Mark Cuban. This lack of customer service was one of the prime reasons that the staff of the Kendall Square Cinema (Landmark Theater in Cambridge, MA) to join a labor union (UFCW Local 791.) Instead of continuing the legacy of exhibiting films in an accessibly elegant setting, Cuban and his cohorts have opted to create an atmosphere similiar to the one found at large chain theaters like AMC. Hopefully, the Sundance Theaters under the leadership of Bert Manzari and Paul Richarson, formerly of Landmark, will restore the theatergoing experience to its former lustre.

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Hey Fred, you can celebrate the holidays with "Die Hard", "The Ref" and "Bad Santa", or maybe a Christmas in France double feature of "My Night at Maud's" and "La Buche". You can check out my blog for other ideas. In both of my neighborhoods in Denver, I lived within walking distance of Landmark Theaters. The films use to be good, but their programming has become less adventurous. The theaters themselves were never very comfortable. My girlfriend and I would rather watch movies on our 60 inch screen.

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Take note Landmark/Mark Cuban--
What can you do that would compel people like Peter and Fred to leave the comfort of their home theaters and attend films? That is a challenge not met by reducing the programs that benefitted loyal patrons, inferior programming, and uncomfortable theaters.

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It's a numbers over common sense thing. The suits get numbers that show their best customers buy lots of the cheap cards, and they take that to mean that a goodly number of them will just buy the more expensive cards. It's all about catering to the few while alienating the vast majority. For some reason, it looks good on paper.

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It has been said, and in this case holds true, that capitalists (read, Cuban) "know the price of everything and the value of nothing". In some articles I've read he even talks about how unlike other businesses, that are held to making profits for shareholders, the company he runs is free to take risks because he is not beholden to the interests of others. Is his motivation really any different; he is the sole shareholder and I am certain profitability is high on his list of priorities. As far as I can tell, the only thing he has risked is alienating both loyal patrons and employees. Is it risky, cutting edge or "maverick" when the moves you make are so similar to the ones that large chains like Regal, AMC, and Loews have already made? No. Unlike billionaire "benefactor" Cuban, most of the general population is leary of plopping down $175 at a time during a recession. But ultimately, Cuban hedges his bets--he runs other businesses that profit when you sit home and watch dvds or use HDTV.com. It troubles me as someone who loyally served Landmark, to see this brand of insensitive change. During my tenure, I found both the patrons and employees interesting and passionate about the films. Under this regime, that atmosphere has evaporated and been replaced by corporate apathy. The simple fact is --everyone loses. The profits will be adversely effected if they continue to ignore their core audience. But narcissism will probably compel them to blame everyone (employees, patrons, distributors, films) but themselves for it. And although the industry should shoulder some of the blame for the decline, the majority of reasons why people don't go to theaters anymore occur at theater level.

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Consider it changed back
From: Bill Banowsky
Sent: Thursday, November 17, 2005 11:44 PM
To: *0245 Seven Gables Theatre; *0209 Nuart Theatre; Angela Anable; @Landmark Theatre Users
Cc: Tearlach Hutcheson
Subject: RE: Loyalty Program Announcement



Everyone,



Please continue offering the Discount Coupons to our patrons until further notice. Legitimate concerns have been raised about changes made to the discount ticket program and under no circumstances will we risk alienating our core audience. We will communicate with you shortly a stronger plan to integrate the group ticket program in way that will enhance our current offerings. Thank you for your valuable input. It is greatly appreciated.

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This is Bill Banowsky, CEO of Landmark Theatres. Thank you for your posting. We absolutely agree. We received many comments from our customers yesterday about the change in our discount ticket program, and we have decided to reinstate the 5 ticket booklet effective immediately. We intend to enhance that program with group rate options that will give our patrons more options to choose from. However, we hear you and our other patrons loud and clear, and the 5 ticket booklet will remain. Thank you.

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Mr. Banowsky,

I applaud Landmark’s decision to reinstitute the discount book program. It is refreshing to see that Landmark will listen and respond to what its customers want. Unfortunately, many loyal customers have already been told that the program no longer exists and it falls on the staff to make sure everyone knows that what applied last week does not apply today.

This is a clear example of a change that adversely affected our customer base that could have easily been avoided. I feel the need to ask why it is that the entire staff of our theater knew that customers would be upset, yet those higher up did not. Over the past couple weeks we have been discussing the irony of how the new “Loyalty Program” will, in fact, alienate our most loyal customers. Sadly, whenever we, as mere floor staff, voice our opinions on company policy, we are told time and time again that we are just afraid of change.

If those making decisions at the top were in touch with what actually happens on the floor of the theaters, the discount book program would not have been cancelled in the first place. This sudden introduction and reversal of policy makes Landmark look bad and will confuse customers.

I hope that in the future, potential changes to policy will be more critically reviewed by people familiar with, and willing to speak out for, the Landmark audience.

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Mr. Banowsky: Thank you for having the business sense to quickly reverse your company's terrible decision - namely, to alienate and drive away your core audience and supporters. I buy a discount card on the average of once a month and try to give my business to Landmark exclusively. I also regularly give discount cards as gifts.

Last weekend, when I went to the Neptune for the 4:10 showing of Jarhead and was told you were no longer selling discount cards, I just got in my car and drove to LCE's Oaktree Complex - theatres in every way inferior to yours, but I was so mad about the greedy decision to do away with the discount cards I decided not to give you any more business, even if it meant waiting for DVD's on some movies.

I'm happy to tell you that today I'll be going to The Seven Gables for Bee Season, heading over to the Varsity for The Dying Gual, buy some popcorn and get a few discount cards as Xmas gifts.

I realize it's a cut-throat, bottom-line world out there, but plese, just don't get too greedy and we'll give you most of our movie going money. Really.

Thanks again,
Terry Goodman

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