The Living Room Auditorium?

The business model of the 20th century seemed to be,

"Build a better mousetrap and the world will beat a path to your door."

Fast forward 100 years, and the business model of the 21st century seems to be,

"Build a just as good mousetrap, but paint it a funky color, or give it a different sound, or make it high end (or low end) and enough people will walk to your door and pay you a premium for that 'difference' that you will be able to make a profit."

This new business model hasn't been lost on the movie theatre business. There is the "megaplex" - the theatre with 15+ screens showing every mainstream movie at least 5 times/day. There is the "independent" theatre - the theatre that shows "less" mainstream films (independent theatres are too snooty to show movies; they show films). There is the dinner and a movie theatre - the theatre with a full bar, full menu, and full waitstaff. Now, a new niche has come on the scene.

In May 2008 Inwood Theatre debuted its "Living Room Auditorium" (5458 W. Lovers Lane at Inwood). Forget the stadium seating at those other theatres. At the Living Room Auditorium it's all about loveseats and oversized bean bag chairs. You and your Mr./Mrs. Right (now) can snuggle properly as you enjoy your flick - just as you would if you were at home. You are even allowed to re-arrange the furniture to suit your needs. I intend to try this new and different "theatretrap" tonight and will report back on if it's a business model that I think will last.

To see pictures of the "Living Room Auditorium" visit the website below.

http://www.landmarktheatres.com/Market/Dallas/InwoodTheatre.htm


UPDATE: There is something seductive about a dark room, plush loveseats, the freedom to get "close," and the possibility that others might see you necking (you know it's true). For this reason, the Living Room Auditorium (LRA) was a good time and it made a ridiculous movie (Pineapple Express) infinitely more bearable. However, even though I had a good time, the LRA seems to be more of a marketing gimmick than a sound business model.

Firstly, there is only one LRA inside Inwood Theatre. That means that my patronage of the LRA will be limited at best. The only movie showing Friday night was Pineapple Express. I suffered through this film only for the purpose of writing this review. Don't forget that the LRA is modeled after my actual living room. Why would I pay $10 to watch a bad movie while sitting on a sofa when I can do it at home for free?

Secondly, I assume that an auditorium filled with couches and bean bag chairs seats considerably less than a traditional auditorium further limiting revenue.

Lastly, as flat screen TVs get bigger, movies on demand become more plentiful, and TV definition gets higher, the LRA will become less and less attractive.

Having written all this, I am sure I will return to the LRA, but who knows when it will be showing a movie I actually want to see. It could be weeks. It could be months; and therein lies the LRA's problem.

TIP: Choice seats go fast so arrive early to claim your territory.

UPDATE 2: I returned to the Living Room Auditorium, newly renamed the Screening Lounge Auditorium, on September 20, 2008. It took me six weeks to return, not as long as I thought it would.