Cinemas to Encourage Text Messaging
Filed under: Tech Stuff, Exhibition
Who of us hasn't been annoyed by young teens texting during the movie? Even if the kids have the sound turned off on their phones, the light from the displays are enough of a distraction to take our eyes off the bigger screen in front of us. Hollywood has made it clear, too, that text messaging is a problem for the movies. But for studio execs, the issue is with people texting their friends about how the new movie they're watching is not worth seeing. Bad buzz travels fast these days, and part of it's thanks to cell phones.But cinemas will soon embrace texting as an interactive part of the moviegoing experience. Of course, it's just the latest way in which the exhibition industry is actually ruining the experience by bombarding patrons with obnoxious advertisements. This time it's part of a Verizon Wireless V Cast campaign in which audience members are asked to participate in polls appearing throughout the pre-show "entertainment." The ads ask a question, maybe about your favorite music, then you text the answer, and the results show up on the screen. Apparently, it's thought to actually be something that will lure customers, not keep them away.
The technology and ads, courtesy of Verizon and Screenvision, will be appearing in cinemas later this month, but only in the 10 major U.S. cities (New York, Chicago, Boston, Atlanta, Dallas, Houston, Detroit, Los Angeles, Philadelphia and Washington D.C.). Reportedly, one of the ads was directed by Spike Lee and features Chris Cornell and Timbaland, but it's probably still not worth the nuisance of knowing the spots encourage texting during the movie.
[via CinemaTech]
Is Taylor Lautner Our Next Superhero?
100 Greatest Films Beyond the Canon
'Entourage' Movie in the Works?
Spielberg Backs Out of 'Harvey'
Discuss: Should Gay Actors Stay in the Closet?
_thumbnail.jpg)
_thumbnail.jpg)
Reader Comments (Page 1 of 1)
6-05-2008 @ 6:10PM
SmiteSwift said...
Displays blinking on and off throughout the theater is so annoying. Especially with the new stadium seating. I've started bringing my cell phone jammer with me for last couple of years. It works great, and it's amazing how many people get up and leave so they can text, or whatever.
Reply
6-05-2008 @ 6:25PM
Cufford said...
I'm 50 so I guess old fashioned.
First, I hate the way the movie house experience has changed to little more than a big television commercial for products and T.V. shows I never watch. I never arrive more than a minute or two before show time if possible, in order to miss all that garbage. I go to a theater for the big movie, not to watch television commercials.
As for cell phones in theaters, I hate it. I've often thought that theaters should employ cell phone blocking technology inside so that none of them will work.
People these days are just so rude and inconsiderate of others. I long for days gone by when there was a public decorum in place, and you cared more about not disturbing others than serving your own selfish interests.
Old fashioned, I guess
Reply
6-05-2008 @ 6:28PM
Christopher Campbell said...
Unfortunately, it was recently pointed out that it's illegal in the U.S. for theaters to employ cell signal blockers.
6-05-2008 @ 6:39PM
Kurifurisan said...
I recently went to see a night showing of "The Strangers" and was completely pulled out of the movie experience by someone text messaging in the rows in front of me. Really annoying.
Reply
6-06-2008 @ 1:25PM
kevjohn said...
I've developed a useful, though uncivil, approach to dealing with those situations. It involves a handful of buttered popcorn, a pretty good aim, and a decent throwing arm.
NOTE: In the event the offending cell phone abuser takes umbrage at being on the unpleasant end of popcorn target practice, it would be tremendously helpful for you to be a large, intimidating black man who is not afraid to tell them in a loud, clear voice to sit down, STFU, and stop effing with their G-D cell phone while the movie's playing. I am. =)
6-05-2008 @ 7:06PM
Tigerlily said...
Same here. I find the movie going experience more annoying because of movie goers than ever before. Bad manners are on the rampage. Cell phones, texting, playing games on their phones, feet on the backs of the seats, etc. I am amazed at the constant flow of people in and out of the theater whether for food or phone calls. I find that so rude--obviously people have urgent calls, or need to use the rest room, but this is way beyond that. I wonder some times why they ever bought a movie ticket, they never remained seated long enough to see anything.
And the inevitable sitting through of pre-show crap. Ads. Obnoxious music. All that delightful prescreen entertainment. Would it be so terrible to sit in relative silence with dimmed lighting until the show? Once the "feature" starts there are even more commercials, and the annoying shut off your cell phone message (that doesn't work), before even trailers begin.
I don't part with my movie going dollar easily any more. I really have to consider whether or not the film is really worth the hassle, gas, and rude behavior.
Reply
6-05-2008 @ 8:55PM
Christopher said...
I think theaters should ban texting and cell phones...nothing bothers me more than people talking on a phone or texting while the film is palying....I don't think your that important that you have to talk while the film is going!!!! Why come to the theater at all!?!!
I think all U.S. movie theaters should employ cell signal blockers.......use the pay phone or go outside if the call is that important!!!
Reply
6-08-2008 @ 11:25AM
Devynn said...
umm, yeah, go ahead and block cell phone and pager signals and pray that that lawyer, detective, doctor, your mom, dad, etc don't really NEED your help. that's why it's illegal to block signals. b/c ppl need to use them! just b/c you're not that important doesn't mean there are other ppl that aren't.
i texted my bestest during the SATC b/c 1) i was bored and 2) my husband wasn't there for me to whisper to. i was in the back of the theater b/c 1) i get to see the whole screen that way and 2) i don't have to deal with the issues of ppl talking, moving around, etc. so my being able to distract someone was nil. just as was my ability to be distracted. so NYAH! :p
my BIGGEST pet peeve, is ppl who bring their kids to the show. there was a toddler at the SATC show i went to. kid couldn't sit still. he did keep quiet for the most part, but seriously, if you can't get a babysitter, you should just wait for the dvd.
i just don't get why so many ppl are in an uproar over cell phones these days. unless they're taking away from ppl interacting with YOU (i draw the line at the checkout counter. the fact that i'm giving your Big Corporation money is enough, thanks. besides, i can multitask and not miss a beat. :)), you sound a bit childish. you want some attention, how about YOU reach out and touch someone?! ha!
Reply
6-08-2008 @ 7:49PM
kristin said...
I'd love to know what makes ppl think texting is not as annoying as talking. They sit there in front of you with their phone pointing at you, and all you can see is the glow of their phone. The younger the person is, the worse it gets. I'm young(er) but my parents actually raised me to have common courtesy. Oh, my favorite thing is when the younger ppl text during church. Nothing matters anymore, our Priest totally flipped out and sent the offenders out to the halls. Ugh, now im annoyed thinking about it!
Reply
6-09-2008 @ 7:04PM
Rashad Ferguson said...
If I cannot a catch a move before 11 am I rule out going. the whole enjoyment of going to a movie theatre sucks now and thanks for actually encouraging these bozos to text... whoopee.
The last time I caught a matinee picture a kid who was sitting just two chairs down from me stayed on his phone the entire movie... ridiculous
Reply