On a night when an ever-more snarky and headstrong Jon Stewart could not say the right thing (no matter how many times he referenced Judaism - four), surely the most awkward moment of them all was the double-fisted sermonizing ‘gainst film bootlegging from AMPAS President Sid Ganis and the next presenter, Jake Gyllenhal.
The industry is hurting these days, and it’s because they’re working with a fundamentally broken model. The oft-mentioned bloated ticket prices here in New York ($10.75 with few discounts) isn’t even much of a shock to a consumers nationwide who are often paying $9.00 just to get a seat in the state-of-the-art stadium style theatre, replete with an increasing number of regular old commercials and fewer amenities than ever before.
The president of that other NATO, the National Association of Theater Owners, told the New York Times last summer that he didn’t “view [the three-month slump in ticket sales] as a structural problem.” That’s the kind of self-reassurance that, like Ganis’ unveiled diatribe tonight, will have the same positive sorts of results as Macbeth’s casual confidence that the surrounding forest should never rise up to his hillside castle.
I’ve got to tell you something, kindly industry CEOs, there’s some vermin in them thar’ hills, and they’re coming to get you - it’s called technology, it’s called end-user satisfaction, and it’s called adapting to the times. When a family can throw down a (relatively) sane sum for their own Dolby 5.1 system, a few dollars a month for Netflix, and make their own popcorn, they’re not going play into your hands.
iTunes just passed a billion songs not because they have especially worthy DRM, but because they’ve found a model that works. People don’t want to rent content, they want to own. Consumers need to be satisfied with the treatment they’re receiving if they’re ever going back to the theatre. I’m a cinephile of the boldest and most dated stripes, and although this year held some stellar films and performances, I’m waiting for DVD not because I fail to recognize the value of the theatrical experience - I go to every revival I can - but because my needs are no longer the primary concern; the sponsors and vendors are grappling for every last penny and minute of airtime and I’m not taking it.
Catch up and play ball, else those forests will most certainly be coming alive with your greatest of fears.