The future of movie theaters

Independent Study: Transform the multiplex into the new third space

expertise

Design Strategy | Service Design

2022

Background:

Some analysts are predicting that theater companies will need to downsize their screens to healthy range of 25,000Currently in the US and Canada, there are about ~40,000 screens. 

Box office in 2022 currently stands at 66 percent of 2019. Many films that would once go to theaters now debut on streamers, COVID hasn’t gone away, and theaters are still trying to claw back their audiences

Consumers are eager to break out of their confines and explore, play and embrace novel experiences, both virtually and in the real world.

Insight

Consumers desire leisurely moments and love watching movies in theaters but are less than satisfied with the current theater experience in terms of convenience, price and offerings.

Solution:

Redesign the movie theater experience into a moment for escapism and spontaneity for the cost-conscious, adventurous consumer

Persona: Blu

Profession: Professional Editor/Writer (Remote Worker)
Needs:

  • The desire to connect with others especially after the first years of the pandemic

  • Wants more excitement near her home

  • Finds movie-watching at home isolating but is annoyed by fellow movie watchers who talk or scream during film screenings.

Psychographic Audience: The cost-conscious, post-COVID consumer eager to find more communal spaces for entertainment and pleasure, after years of isolation and impending uncertainty.

Introducing: The Elements of Cinema 3.0

Adaptable

the space adapts to new experiences


Spontaneous

allow audiences to choose their adventure based on price and need

Open

curate new memorable experiences for the average consumer.

Cinema Van

Activates any location. So whether we’re in the city or partnering with a local film group, our Electric Vehicle Cinema Van provides the theatrical experience at any location. 

Cinema X Collab Experiences

A movie theater takes over a storefront for an immersive experience in conjunction with new movie release. This is a chance fans to get up close and personal with their favorite movie.

Cinema 3.0 Floorplan Concept

Cinema 3.0 Floorplan Concept

Cinema X Collab Experiences

A movie theater takes over a storefront for an immersive experience in conjunction with new movie release. This is a chance fans to get up close and personal with their favorite movie.

  • She does all of the things: Experience Strategy, Visual Design, Doodles, Zine-maker, Arts Administrator, Experience Designer

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    She does all of the things: Experience Strategy, Visual Design, Doodles, Zine-maker, Arts Administrator, Experience Designer

    ·

    She does all of the things: Experience Strategy, Visual Design, Doodles, Zine-maker, Arts Administrator, Experience Designer

    ·

    She does all of the things: Experience Strategy, Visual Design, Doodles, Zine-maker, Arts Administrator, Experience Designer

    ·

    She does all of the things: Experience Strategy, Visual Design, Doodles, Zine-maker, Arts Administrator, Experience Designer

    ·

    She does all of the things: Experience Strategy, Visual Design, Doodles, Zine-maker, Arts Administrator, Experience Designer

    ·

    She does all of the things: Experience Strategy, Visual Design, Doodles, Zine-maker, Arts Administrator, Experience Designer

    ·

    She does all of the things: Experience Strategy, Visual Design, Doodles, Zine-maker, Arts Administrator, Experience Designer

    ·

    She does all of the things: Experience Strategy, Visual Design, Doodles, Zine-maker, Arts Administrator, Experience Designer

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