Many modern filmgoers may not realise this, but intervals, or intermissions, used to be commonplace at cinemas. Back in the day, the reason for this was because projectionists needed time to manually change over the heavy reels. As technology improved and multiplex cinemas took over in the 1980s, these intervals were phased out.
Even though they’re unnecessary nowadays, could it make sense for independent cinemas in Soho to bring intervals back? It may give them a unique selling point, as well as potentially bringing in more food and drink sales.
Soho Cinemas Need to Offer an Experience That People Can’t Get at Home
London’s entertainment venues are increasingly competing with the online entertainment world. Not only do people have everything they need at their fingertips, but they also have access to introductory offers.
Many entertainment services also have freebies for people who are joining them for the first time. It’s sometimes possible to get a free week or month up front first before having to pay a subscription fee. For example, people who buy Apple products can usually get Apple TV+ for three months. Some of the current casino promotions include free spins and daily attempts on a jackpot game. Even those that don't have discounts upfront often have custom offers for members, such as Xbox's Game Pass providing discounts on games before they leave their free library.
These online entertainment options may be making it harder for cinemas in Soho to attract customers, so they need to innovate to stand out.
Bringing Back the Classic Cinema Interval Could Help Sell More Food and Drink
One way to innovate could be to bring back a traditional element of the cinema experience that adds some novelty to outings: the interval. It could serve a range of functions that could benefit both businesses and customers. One obvious advantage is that people leave the cinema and mingle in the lobby, where they may be encouraged to buy more popcorn, ice cream, or drinks. There could even be special offers during this period that influence more people to buy.
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Another factor is that it would give people a chance to chat and share their thoughts on the film. This social element could make a cinema stand out and get people talking about their experience on social media afterwards. There’s also the nostalgia effect, with some cinemagoers likely to enjoy the fact that they are experiencing something that hasn’t existed since the early 1980s. Plus, with how long modern films are getting, plenty of audience members will just appreciate the chance to stretch their legs!
What Other Methods Could These Cinemas Use to Attract More Customers?
Reintroducing intervals is one approach, but it would be best to pair that with other methods.
One option could be to lean into the classics more. This would give people who may have missed out the first time they were released a chance to watch iconic films in the cinema. Dedicated themed weeks - for instance, the best technicolour movies, a focus on a particular director - can draw people in and encourage them to watch multiple films over a period of time too.
