Let's Bring Back Double Features!
Filed under: Action, Animation, Horror, Fandom, Distribution, Exhibition
Opinion was divided last week in response to my suggestion that theater hopping be made legal. Most of the commenters thought I was an idiot, while the rest thought I was a Communist. In retrospect, I regret any disturbance I caused to the patrons in the three auditoriums that I visited briefly and illicitly; my apologies to those folks. I see nothing wrong or contradictory, however, with seeking ways to both improve the moviegoing experience and making it a better value for consumers. OK, wandering gangs of cheap, rude theater hoppers is not a popular (or even a good) idea. What, then? Why not bring back double features?
Of all the studios, it's Disney/Pixar that has released the first true double feature in ages: one ticket buys you admission to Toy Story and Toy Story 2 in 3-D during its limited engagement. Of course, these films already made hundreds of millions of dollars during their original theatrical engagements, plus untold millions from home video releases. Tickets for 3-D movies are also sold at a premium (an extra $3.00 in my area), so making them available for a few weeks as a double feature doesn't present as much of a financial risk for the studio.
Still, it's the thought that counts. Granted, the last time two films were released as a double bill, it didn't turn out so well on the financial side of things.
Grindhouse (2007) featured scratched-up, cut-down new films by Robert Rodriguez (Planet Terror) and Quentin Tarantino (Death Proof), plus fake trailers in between, in an attempt to recreate the grungy, grimy 70s grindhouse exploitation experience. Two exploitation films that together grossed $25 million worldwide doesn't sound too bad, until you consider the production budget, reportedly in the neighborhood of $67 million. Who knew it could cost that much money to make something that looked so cheap?
I don't think the running time of Grindhouse (more than three hours) kept people away, as much as the subject matter. Exploitation movies have usually had limited audiences. But it's probably not realistic to imagine any studio taking a chance on releasing two new movies together as a double bill any time in the forseeable future. And releasing two older features that have long been available on home video, like Toy Story and Toy Story 2, will be a rare event, especially with critics like our own Todd Gilchrist questioning the wisdom of doing so (though he was talking more about the 3-D angle, I think).
Instead, I'm thinking of films that have already been in theaters for a couple of weeks. In the late 70s, as more and more single-screen theaters began adding screens to their buildings -- converting balcony seating into separate auditoriums and similar schemes -- it was common to see double features at bargain prices. With the rise of the modern multiplex, featuring a dozen or two auditoriums, this practice disappeared for the most part. Why can't double features come back?
Distributors get the bulk of their money in the first couple of weeks of theatrical release. After that, the split of revenue moves more in favor of the exhibitor. Exhibitors have been known to offer bargain nights during the week, when attendance dips precipitously; it's not unusual to find only a handful of people at a mid-week screening. All I'm suggesting is that exhibitors try offering two movies for the price of one. If attendance doesn't double at those screenings, thereby mitigating any lost income, then offer two movies for less than the price of two -- $9.50 for one movie or $12.50 for two? I'll take two, please.
Distributors might also consider advertising two of their movies together as a double bill. Again, I'm not talking about the newest releases, but those that have been out in theaters for a few weeks and may be on their last legs. It would give exhibitors a shot in the arm and remind moviegoers that they can still catch those movies before they hit DVD. And, shoot, if the DVD release is imminent anyway, it gives the DVD release an extra boost.
What do you say?
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Reader Comments (Page 1 of 1)
10-11-2009 @ 3:00PM
sliplikespaceafs said...
I'd personally like that idea, particularly if you can choose the two movies you'd like to see. Unless they would match them appropriately. A drive-in theater from my hometown would show double features, but they were always odd mashups (a kid's movie and horror film, or a bad comedy and a sci-fi flick)
However, I would guess the average movie watcher would not often devote 3 to 4 hours in a movie theater. Double features take some pumping up and motivation to prepare one self for sitting in a theater that long, even for, say, Grindhouse.
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10-11-2009 @ 7:45PM
glyn said...
i love the idea of main feature plus something else- double bill maybe? ... but what i think we need to see is a return to the weekly cinematical serial as a supporting feature.
To start this off with some success, i'd suggest two existent franchises Firstly, the new star wars TV series should be initially shown cinematically (as long as it's good) before it hits tv, and secondly? there's a large rabid fanbase for something called firefly/serenity.
Also, a cartoon shorts need to make a come back Spielberg/wb should sort it out and bring back the roger rabbit shorts.
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10-11-2009 @ 4:41PM
Joseph Finn said...
Real double features, that is, and not 3-D money grabs.
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10-11-2009 @ 8:43PM
Steve Saragossi said...
I loved double bills when I was a teenager in the mid to late 70s. They were my movie education. They generally played during weekdays only, and they were a new release backed with a older hit. And they weren't obvious pairings either. I saw bills like Bullitt/Blazing Saddles, Network/The Taking of Pelham One Two Three, Go Tell the Spartans/ A Fistful of Dollars, Death Wish/ Bad Company. There were also plenty of Bond doubles. But - I don't think they work nowadays, even ignoring the non-commercial aspect, there's virtually no film a viewer cant get on DVD, and lets face it, for most of us, watching a film at home on a decent sized screen with a decent sound system is a better experience than going to multiplex that smells of popcorn and nachos. Probably double bills should be the domain of repertory cinemas who should put put films and their pairings up for a public vote.
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10-11-2009 @ 8:33PM
paul said...
I think it's a good idea. I'd like to see a double bill of a movie that has, like you said, out a couple weeks and a re-release of something that would be nice to see on the big screen again. say...New Moon and Interview with the Vampire or say a triple bill of teh Bourne trilogy w/ dinner included (salad, steak, potato and a cold one+) or The Matrix Trilogy...etc
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10-11-2009 @ 9:20PM
benbligh said...
First lets make movies 90 minutes of "that was kick ass" rather than 120 minutes of "Eh, it had some dry spots".
I'd see two 90 minute flicks.
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10-12-2009 @ 7:57AM
CPav said...
When I go to the movies, I often see two or three in one night, so it would be really cool if I could buy one ticket (maybe at 1.5 times the price of a single show, even), and see two or more movies.
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10-12-2009 @ 4:03AM
vegimorph said...
definetely a good idea. I've been thinking about it lately. It'd be kind of cool if Disney did it in the old style fashioned double features of the 30s through the 50s. that would be a lot of fun and kind of nostalgic to bring all the ages groups back to the movie theater. The only downside would be sitting through a three or four movie like was mentioned above, although personally, I wouldn't mind it
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10-12-2009 @ 10:36AM
NGAdm6 said...
There is a drive in theater here, in Ennis, TX that shows double features for $6. It's current movies. I recently saw Bruno and The Hangover on Bruno's opening day. Not a bad deal at all. And the consessions are reasonable too.
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10-14-2009 @ 4:54AM
K-Vo said...
HEY! We've had Toy Story & Toy Story 2 3D rereleased as separate movies in the UK! Why don't we get double bills, instead of having to pay twice?!
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10-14-2009 @ 8:18AM
Mangorilla said...
Theaters could really play up the nostalgia factor, I think. Since 3-D is back in style, why not double features with an old 3-D movie and a new 3-D movie? Friday the 13th part 3 followed by My Bloody Valentine 3-D, Jaws 3 followed by The Final Destination, etc.? Film addicts will have fun comparing the technology, young audiences will enjoy the 80's cheese mixed with the current stuff, genre buffs will have fun, maybe parents will enjoy the old and their kids will like the new...
As for other ideas, I'd like to see more cult movie showings. Who says they have to be reserved for midnight showings at old theaters with broken/uncomfortable seats? What's wrong with Eraserhead at (fill in the name of your local fancy new theater) at 7PM on a Friday night?
And they could have "2nd chance" nights, or whatever they want to call it, where they play proven classics on the big screen. Not everyone has a 52" HDTV, or private movie theater, or wall sized projector screen in their homes. But I believe every child deserves to see Star Wars in a theater. And the original versions, not the Lucas hack job special editions. Or Godfather, Taxi Driver, Caseblanca, Citizen Kane, (fill in the name of your own personal best movie ever here). Even collectors who have it on dvd already would probably still enjoy seeing some of those on the big screen again.
There are all kinds of promotions that theaters could use. Have free poster night, or collector cup night, or character bendy straw night. Encourage people to come in costumes for Harry Potter movies, or whatever. Give theater-goers something special for their $10, in other words, and encourage the built-in fanbases to come out, because they'll likely sit quietly and just enjoy it. Or if they're rowdy, nobody will care because everyone knows every line of dialogue anyhow and has seen it 1,000 times, but maybe not in a theater.
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