Sunday Column (509)


What a great week, wasn’t it? Sunny, yet cold mornings. Proper autumn with lovely sun sets. Nothing else to ask for. I felt I made a huge leap at work, and my marathon prep is going well. I left the house early Saturday before dawn, had some lights on, and came back about 3 hours later. 20 miles done, some walking though. This was tough. I call this success, or achieving means goals, goals that mean something towards an end goal. That’s a new thing I learned this week. The end goal is the achievement of running a marathon, the means goal is to hit 20 miles. As satisfying as it is, it is bl* hard.

But let me have a rant at cinemas, or showing my pure ignorance that I don’t understand the value it brings to me. I work in advertising and I love it. But when I go to the movies, I hate the ads prior to the movies. You cannot skip them, and I always wonder how relevant they are. First of all, you almost always rush to the movies, get there just in time, and your boys want sweets. When you finally settle in your seats, you spend up to 30 minutes watching adverts. Those additional 30 minutes are ‘make or break’ whether you have to have a toilet break with a 7 year old throughout the movies. Again, no chance to pause it either.

If you think of someone going to the movies with their children, maybe a Halifax mortgage ad is fine. I don’t think it is too relevant for the kids, but I can understand the thinking of showing it for the parents. Seeing babies and follow on milk for Aptamil, maybe justified as you have some mothers there. They could have another child at home, as the Incredibles age range is far too old for follow on milk. Maybe someone has a huge age gap. In my opinion not the right audience at all. Most kids in the movies would be around 5-7, so yes they could have smaller siblings, but relevancy isn’t that high I don’t think. Worse even was Qatar airways. Nice ad, fun to watch, but no relevancy for children. Maybe for adults? Same as Comparethemarket, kind of being funny with the meerkats, the kids laughed, but just because I am a parent, insurance isn’t really relevant.

Of course you cannot target products at kids, and the restrictions and all, but on the other hand, come on, some ads are just not relevant whatsoever. Why not show family holidays or Nintendo game stations or something like that. And why show a short movie in front of the main movie. An irritated 7 year old blaring into your ear that we sit in the wrong movie. I started considering that possibility.

Now to the economics. For my two kids and myself I paid £30 for the tickets and another £15 for drinks and snacks. Sitting through 30 minutes of awful ads that I cannot skip to then see a pre-movie and having to have a toilet break wasn’t the best experience. The movie was ace though 🙂 So do the experience outweigh the costs? In my opinion not at all.

I just cannot see how cinema is surviving. The appeal is getting smaller. The dreaded arriving in time race, overpriced snacks and then irrelevant ads you cannot skip and toilet breaks without pausing the movie. The bigger screen and sound is the only argument but with home hifi system and decent TV sizes, it just doesn’t cut the mustard. For me anyway. For £45 I rent up to 6 or buy 3 movies for the kids which they enjoys multiple times at home. Peace of mind there.

Rant over. I guess I enjoy cinema again when I can go there to escape. From home, the kids and watch a nice movie with the wife. As if that happens often. Is there a future in cinema, what do you think?

I finish writing this during my youngest karate grading. That was the most important bit of my weekend. Another money making machine but here I see the value for money. And really, I am just annoyed I never founded a karate school or similar. In the end, he passed. Proud daddy.

Until next week,
Volker

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