Apparently the movie industry is trying to come up with an ad campaign to get people back into theaters. The LA Times doesn’t seem to take the idea terribly seriously, as they’ve suggested the slogan, “Movies: Just like DVDs, but Larger.” Meanwhile, theaters and studios are blaming each other for the decline in attendance:

Theater owners blamed Hollywood for making inferior (and overly long) movies, studios worried that theaters were turning the multiplex (with its barrage of pre-show commercials) into as much of an ordeal as an escape.

How do you figure out who’s right? Oh, wait, that’s easy: Both of them.

Make better movies, and more people will brave the long lines, high prices, 20 minutes of annoying big-screen commercials, 15 minutes of previews for movies that aren’t terribly interesting, people yakking on cell phones, people narrating the entire @%!# movie for their friends 30 seconds ahead of the action, etc.

Clean up the theater experience, and people will be willing to go for movies that look kinda interesting instead of really interesting.

It’s not just the big screen and immersive sound. Watching Serenity at home lacked the intensity of watching it in a theater full of fans (even the second time, when we knew what to expect). Neither canned laughter nor a studio audience can compare to dozens or hundreds of people laughing together in the same room. And it’s hard to match the collective “Oh, $#!7” that swept the theater in each showing of Return of the King when Shelob showed up again after Frodo thought he had escaped. The communal experience strikes a chord that you just can’t reach with a couple of people and a TV set.

People who talk through the entire movie aren’t just distracting you from the movie, they’re interfering with that communal experience. There’s only so much theater staff can do, short of kicking people out, but at least we know in the future they’ll get to inhabit a special level of Hell. 😈

We went to see a screening of Edward Scissorhands tonight. A couple of local art cinemas (both part of the Edwards/Regal chain) have been doing a weekly “Flashback Features” series since summer (or possibly earlier). The first one we went to was The Princess Bride, which was absolutely packed with people who knew the movie so well they were laughing before the jokes.

None of the others we’d been to were anywhere near as full, and we lost track of the series a couple of months ago. Then yesterday I remembered we’d been planning to go see Edward Scissorhands, and figured we’d missed it. (I finally bought the DVD a couple of months ago, but wanted to hold off until after the screening since Katie hadn’t seen it before.) Fortunately, Katie remembered that it was this week, and we were able to make it. (And for once, we made it on Wednesday, so we could go to South Coast Village instead of Rancho Santa Margarita.)

Well, we prepared to turn into the theater parking lot and noticed it was full. Katie was the first to realize why: Johnny Depp. We got in, but I had to park across the street. The crowd was as good as the one for Princess Bride, and there was even one guy in full costume (the normal-clothes version, not the leather and buckles). We were pleased that while they showed “The Twenty,” which I suspect is a contractual obligation, they neglected to turn on the sound! The 15-year-old print was in terrible shape, but the condition was forgotten quickly.

It’s always a risk to go back and watch something you enjoyed when you were younger. Your tastes change as you grow up (or you actually develop a sense of taste). There are some cartoons and movies I refuse to watch because I want to remember liking them. Sometimes they work out. Sometimes they don’t.

Edward Scissorhands still holds up: The contrast between the inventor’s mansion and the pseudo-50s achingly “normal” suburbia, Danny Elfman’s fairy-tale music, the neighborhood’s curiosity, then acceptance, then ultimate rejection of this strange visitor, Peg’s determination to make things work out, Kim’s slow realization that her boyfriend isn’t a very nice guy, and that this scary blade-handed stranger is, the cop’s efforts to smooth things over—all with Tim Burton’s distinctive quirky style.

Back to the screening series, it really brings out the difference between the home movie experience and the theater experience. It’s not just the size of the screen and the volume of the sound. It’s the audience. When you have a few hundred people all watching the same movie, reacting to the same things, you get an emotional synergy that you don’t get with a couple of people at home—or with a few dozen people yakking and answering their cell phones!

OK, so we know Serenity didn’t do that well at the box office (despite being an excellent movie), but the DVD sales seem to be doing great. Last Thursday, just two days after release, Best Buy not only had it on its Best Seller shelf, they were actually sold out of the widescreen version. And Amazon.com’s DVD rankings show Serenity at #2 and Firefly at #3. Considering that the Firefly DVDs have been out for something like two years, and everything else on the 25-item list is either a new release or a new special edition, the obvious conclusion is that Amazon’s “Buy this DVD with Firefly” ploy is working—or that people are (again) watching the movie and then coming back for more.

Is Fox TV eligible for the “Turning down the Beatles” award yet?

It’s refreshing when a movie you’ve anticipated for years actually lives up to your expectations. It’s unprecedented when it happens twice in one weekend. MirrorMask and Serenity were both amazing.

The MirrorMask theater listing looks like a tour schedule, with the film opening in a few more cities each week. Unfortunately, at least some theaters that have it now won’t have it by next weekend, so we’re going to have to catch it again one night this week. Then we’ll seek Serenity again on the weekend. Somewhere in there we’ll find time for the other movies we wanted to see.

We’ve got a more thorough review of Serenity planned…