'Binge Viewing' - The New Normal

I feel sorry for the movie exhibitors that opted to purchase the most inexpensive digital cinema equipment for their film-to-digital conversion.  What they are left with is a dim, unexciting visual/aural presentation that, over time (a few years at most), will be so inferior that moviegoers will fore-go viewing movies at that cinema.

Binge watching is widely accepted by consumers

At the outset, I warned exhibitors that upon conversion they needed to ensure a 'presentation wow' factor'. That their presentations had to be better than high-definition TV and that their sound systems needed to be enhanced (if needed) to have the dynamic feel unattainable in consumers' living rooms.  Unfortunately, many exhibitors didn't heed my warning, but those that did will reap the benefits as moviegoers gravitate to their cinemas. This will be doubly true when movies are released day-and-date across all media outlets - which is inevitable.

To bolster my case, least CMG readers think I'm just blowing smoke, case in point. Harris Interactive, the polling company, recently conducted a survey which found that 'binge watching' is widespread behavior among adults aged 18-34, with 61% binging on a regular basis.  Of all people in the survey, 73% defined 'binge watching' as viewing between two and six movies or TV show episodes in one sitting.  Nearly 80% felt positive towards binge watching!

Binge watching has become a cultural phenomenon as people are changing their content viewing behaviors.  Grant McCracken, a cultural anthropologist, who has consulted for the major studios, Netflix, Apple, and Google told CMG, "Binge watching has really taken off.  The current content viewer is different, the couch potato has awoken.  Consumers now have control over what and how they view content."  McCracken believes our digital lifestyle where storytelling is often reduced to Twitter 144 character conversations, leaves us craving for a long narrative of storytelling. "Content viewers are no longer zoning out as a way to forget about their day, they are tuning in but on their own schedule."

According to Harris, 76% of viewers say watching several movies or multiple episodes of a TV show is a welcome refuge from their busy lives - with 80% saying that watching several movies at once is more enjoyable to them.  Nor is binge watching a solitary experience. Of respondents, 51% said they binge watch with at least one other person.

Cinemas must be aware and prepare for the changing competitive landscape in which they will find themselves.  Screening a so-so movie presentation, unimaginative concession offerings, and poor showmanship will not cut it.  Those cinemas that have heeded our warning and are adjusting and making the require commitments will be the big winners as the future unfolds.

Jim Lavorato