Cinema theaters encounter challenges<\/p>\n
By Stevie Emilia<\/p>\n
JAKARTA (JP): Movie theater owners are worried as the final
\ncurtain falls for many of their colleagues.<\/p>\n
The problem is dwindling audiences. Some lay blame squarely
\nwith alleged monopolistic practices of a nationwide film
\ndistributor and cinema owner, as well as the boom in home
\nentertainment.<\/p>\n
But the chairman of the Association of Indonesian Movie
\nTheater Owners, H.M. Johan Tjasmadi, believes movie theater
\nowners themselves are responsible for their own woes by failing
\nto change with the tastes of consumers.<\/p>\n
Like it or not, Johan said, theater owners must improve their
\nservices to compete, or sign their own death sentence by sticking
\nto outdated ways.<\/p>\n
\"The decline in the number of movie theaters is very dramatic.
\nIt has happened because the owners don't want to improve their
\ntheaters,\" said the 60-year-old executive producer of Fatahillah,
\na historical biopic of one of the country's greatest heroes.<\/p>\n
\"I predict the number of theaters will continue to decline
\nnext year.\"<\/p>\n
In 1990, the association recorded 3,048 screens all over the
\ncountry, but this had slumped to 2,000 two years later.
\nCurrently, there are around 1,350 screens nationwide, 300 of
\nwhich are located in Jakarta.<\/p>\n
During this decade, more home entertainment technology, such
\nas laser disc and video compact disc players, has become
\navailable to consumers, Johan said. For many, they are now
\neveryday trappings of their lives.<\/p>\n
Johan said theater owners should take this development as the
\ncue to better their services.<\/p>\n
\"If people can easily have home entertainment, we should be
\nable to give them better stuff,\" said the former owner of three
\ntheaters.<\/p>\n
This means better sound systems, screens and more comfortable
\nseats to lure the public back into the movie theaters.<\/p>\n
\"Theater owners should do their best to make people willing to
\nleave their homes and go to theaters,\" Johan said. \"People think
\nwhy should they go out and watch something when they can do the
\nsame at home.\"<\/p>\n
He said he continually reminded the owners to view technology
\nas a challenge, not a threat.<\/p>\n
\"We can't blame technology for the decline in the number of
\ntheaters. If we're against it, it is the same as opposing the
\nsun...It's impossible for us to win. That's why we have to learn
\nfrom it.\"<\/p>\n
Some owners, particularly of small and medium operations,
\ncomplain they lack funds to overhaul their services. These have
\nbeen the hardest hit by lower ticket sales, and many have
\nresorted to screening low-budget sex and violence flicks in a
\ndesperate bid to win back viewers.<\/p>\n
\"These small and medium theaters are the ones which end up
\nclosing down,\" he said. \"It's a fact that people are now
\nreluctant to go to low quality theaters.\"<\/p>\n
Even in Jakarta, theater closings are a common occurrence but
\nthe problem is not as acute as in outlying areas.<\/p>\n
\"But when there's a theater closing in Jakarta, a new theater
\nis opened. So, the number of theaters here is stable,\" he said.<\/p>\n
He argued that watching a laser disc in the privacy of one's
\nhome did not beat the full experience of visiting a movie
\ntheater.<\/p>\n
\"I still believe there are many moviegoers who love watching
\nlarge screens with a good sound system.\"<\/p>\n
Image<\/p>\n
Small and medium movie theaters also suffer from an image
\nproblem as a hangout for hoodlums and the arena for showing of
\nsoft porn.<\/p>\n
Johan emphasized that theaters were not merely entertainment
\ncenters, but also places of social interaction. \"Inside a
\ntheater, one meets people from different social classes. One
\nshould behave oneself and try not to disturb others.\"<\/p>\n
Families will stay away from movie theaters with unsavory
\nreputations, he warned, as films were considered entertainment
\nfor all family members.<\/p>\n
\"Once I was very angry when association members questioned my
\nobjection to them screening titillating movies. They said 'You
\nshould not object because people these types of movies',\" Johan
\nsaid.<\/p>\n
\"My conscience objects. If children behave badly after
\nwatching such a movie, is responsible? Nobody refuses getting
\nmoney, but, in the long term, movies of this kind are dangerous.\"<\/p>\n
Upscale theaters are considered recreation centers for
\nfamilies, he said, citing the popularity of children's movies
\namong kids and parents alike.<\/p>\n
\"But people are reluctant to visit low-class theaters because
\nof the image as a hangout for undesirables,\" he said. \"It's a
\npity. The theaters should maintain a good image because, once it
\nis tarnished, it is difficult to restore.\"<\/p>",
"url": "https:\/\/jawawa.id\/newsitem\/cinema-theaters-encounter-challenges-1447893297",
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"sponsor": "Okusi Associates",
"sponsor_url": "https:\/\/okusiassociates.com"
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