Movie Theater Market Failure in the SCV requires collective action

By Jeff Wilson

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I'm a fan of zombie fiction and dystopian fiction in general. And there is one movie I've been looking forward to all year: World War Z, starring Brad Pitt.

Like many of you I suspect, I've read & re-read Max Brooks' amazing 2006 book World War Z, in which an oral historian collects statements from surviving witnesses of the Zombie Apocalypse that nearly wiped out humanity. It's a great read, one of my top 10 favorite fictional books, so good that I sometimes just load it up on the Kindle app and enjoy a chapter or two during lunch.

So you can imagine how excited I was to see World War Z, which debuted Friday. Everyone at my work was set to see it this weekend, and I wanted desperately to watch it as well.

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Alas, I live in the SCV, where our movie theaters are stuck in the dial-up era, whereas all my work colleagues and friends over the hill live and have theateres that are in a wondrous age of broadband, 4G LTE wireless, ubiquitous wifi, and on-demand entertainment.

Or, to put it another way, SCV theaters are to a DC-3 airplane what SFV theaters are to the Concorde, or Airbus A380. Pick your old/new tech analogy...they all work. SCV Theaters are like old time telephone service where you pay for long-distance by the minute, spinning through a number dialer one at a time, while SFV theaters are like Facetime over 4G. You get the picture.

Here's how my friends saw WWZ this weekend in the SFV:

Login to ArcLight movie theater website
Purchase tickets (one friend bought eight) for any of the numerous (dozen or so) showings
Select seats online
Drive to theater 10 minutes before start of show
Park (valet, if they're feeling wealthy)
Buy condiments
Find your assigned seats, which, by the way, are leather and recline, with cup holders
Enjoy the film

And here's how I tried and failed to see WWZ

Google movie showtimes
Find that Canyon Country & Valencia are showing about six screenings of WWZ, only two of which are during the day, and thus cheaper
Purchase tickets via Fandango to avoid the long line at the Box Office
Show up two hours early
Sit under the garish neon lights in the hallway, gold plated reflective coating, and loud, disgusting and filthy carpet (really, the interiors of the SCV's Regal Cinemas are lifted straight out of a 1970s Vegas casino; only the cigarette smoke & slot machines are missing)
Feel stressed that the teens in front of you are saving spaces for a dozen or more of their friends
Worry that even though you were #3 in line, there is no line control on the part of the staff, so you'll end up with crappy seats anyway
Finally make your way to your seat, only to find it's filthy
Enjoy film

Visualizing this, I decided not to go. Because what I described above is what happens every time I go see a blockbuster at an SCV Regal. It's an awful, degrading, stressful 4-5 hour experience, especially when you're trying to secure seats for your wife or friends or something. Yes I know this is totally a first world problem, but we should demand better, damnit!

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That's why it's time for the government, aka the City of Santa Clarita to step in. What we have here in the SCV, is a market failure in action. The private theater market in the SCV has failed to keep up with the tastes of American movie-goers. They're stuck in 1995. Their last innovation was theater-style seating (remember how great that was in 1996, when we only had the Mann & Edwards theaters? Me too. It was awesome to watch Independence Day and not worry that some 6'6" guy would sit in front of you, and block the screen). Since then, they've stagnated, and failed us.

It's time for the City of Santa Clarita to build a modern movie theater for us, and either lease it out to a private company for operations (like the Libraries), or operate it themselves.

"But Jeff, that's inappropriate! The government shouldn't be doing that for us."

Bollocks I say! Our government already provides loads of services that, in any other community, would be fulfilled by private, for-profit enterprises. We have adult education classes, for instance. The City will even teach you how to dance to Flamenco music if you like, or ballet, or Irish or Hip Hop!

No one throws concerts in the SCV for us to enjoy, so the City also entertains us directly, by hiring concert performers every summer for Concerts in the Park. Businesses have failed to draw people to Old Town Newhall, so guess what? The City hosts classic car shows, dance parties, music festivals, street art programs, and more along main street. No one bats an eye at this because without the City, we wouldn't have jack-squat to entertain us in town.

Want to go to the beach? In many communities, enterprising individuals might set up a van pool or bus to take you to the beach in the summer. Not here! So the City does it because the market has failed.

We started building and crossing this bridge a long time ago; we might as well complete it.

It's time we recognize just how bad Regal Cinema is. And it's time the City step in to correct this failure in the market. As we debate the forthcoming City Budget, let's consider building our own modern movie theater and handing it over to ArcLight or some other sophisticated operator, or, if need be, manage it ourselves.

We, the people of the SCV, demand better a better movie-going experience!

Comments (24)

MikeMonday, June 24th, 2013 at 10:17 am

Good points. One of the better SCV secrets is the Regal Canyon Country theater. It isn't anything special, but as you established, neither is Valencia. It's like Valencia without the fuss. Sellouts are less common, far fewer hordes of youths, and you typically park within steps of the theater entrance. The downside is that there is no Fandango kiosk, so Fandango only gets you a seat. You still need to wait in line.

JeffWilsonMonday, June 24th, 2013 at 10:26 am

The CC Regal is only marginally better than Valencia. It doesn't even qualify as an SCV Secret. All Regal has to do to improve the experience is sell tickets online with guaranteed seating. Why they don't remains a mystery to me.

MikeMonday, June 24th, 2013 at 10:52 am

FWIW, just went through the online ordering process of a half dozen big SFV theaters. None had reserved seating. We're still living in a DC-3 world, the SFV is just lucky enough to have a rare A380 in the Arclight. There are very few theaters in the country on par with Arclight. I haven't been to too many different theaters in the last few years, but I wonder if we also have especially bad projectors up here. Last week I got stuck with the front row at Regal to see Man of Steel. The pixelation was distracting. I miss film projectors. Also: people who don't turn off 120Hz smoothing on their HDTVs, I shake my fist at you.

ToddMonday, June 24th, 2013 at 11:26 am

Disagree. We're not in the DC3 world, but we're in a 737 world. Arclight isn't even the A380 or the 787... its more like a 777 or A340. iPic or Muvico are the true top of the class. I'd LOVE to see one of those open in Santa Clarita. Workhorses like AMC have significantly elevated the experience. Every time I'm at a AMC the concessions are always well stocked and efficiently running. Beverages are cold and delicious. Popcorn is fresh and warm. The picture quality and sound are near perfect, and if not, a quick word to an usher remedies the situation promptly. I don't see movies much anymore (parenthood can do that to you). But when I do, its at Arclight Sherman Oaks or iPic Pasadena when I really want to splurge (and have my cocktail delivered to my seat mid movie. You haven't seen a James Bond film until you have a martini while he does).

LynnMonday, June 24th, 2013 at 10:43 am

We need an ArcLight or Laemmle out here. We usually go over the hill to NoHo or Sherman Oaks to see movies. And, we are not alone; I know many that will make a 'date' of it and do dinner and a movie in the 'other' valley rather than here. Imagine the $$'s that's not being spent here!

ToddMonday, June 24th, 2013 at 11:28 am

Absolutely. Reserved seating means I don't have to be in line for the film and I can be at dinner.

InkGigoloMonday, June 24th, 2013 at 12:55 pm

So what you're trying to say is, the SCV is SS Winkler to The SFV's Buck McKeon of movie houses? Right? Hey this is fun! When is the next Harry Potter movie coming out?

C ReiMonday, June 24th, 2013 at 12:59 pm

I couldn't agree more about the deplorable monopoly that Regal enjoys in the SCV. But I'll see your Arclight and raise you a Muvico. The Muvico experience in Thousand Oaks consistently blows the Arclight experience completely out of the water. What is more puzzling is how the population of SCV, which includes a significant number of residents currently or formerly in "the biz", continues to tolerate a massively mediocre moviegoing experience (at best). I hate the condition of the seats, lack of amenities, projection snafus, limited concessions, ridiculously long waits at the concession lines - and all for a $10 matinee or $13 regular price ticket (before insane up charges for 3D or IMAX. I also hate that Regal believes that we need a 10-12 screen multiplex to show only six movies. God forbid a film requiring more than 50 IQ points gets released here. I hate having to drive to Hollywood or West LA to see a decent drama. It's often worth driving to T.O. to Muvico for a superior movie experience. If for no other reason, just vote my dollars away from this chain. Your mileage may vary.

WalkerMonday, June 24th, 2013 at 2:10 pm

This drives me batty. Edwards is so expensive, rarely offers movies independent movies, and offers a terrible movie going experience. I just can't understand why a better, nicer theater hasn't bothered. I find myself leaving the SCV for at least half the movies I see because either (a) it's a blockbuster and I want a guaranteed seat, or (b) Edwards isn't showing the movie I want to see. We spend a few weeks each summer visiting family in SLC. We love to go to the movies when we're up there, and probably see more movies in that couple week period than we do all year in the SCV. For $7 (the evening price!) I can reserve my seat online, visit a clean and modern theater, and buy my movie 'snacks' from a freakin' food court (Pizza Hut, a burrito bar, burgers, ice cream, and of course traditional concessions). They even have ample booster seats for the little ones and lap trays for your drink and snacks (nice ones. Not cardboard boxes that for whatever reason have a big hole for popcorn to escape through - what's up with that???).

scvmommaMonday, June 24th, 2013 at 2:29 pm

Now you know why I wait until the movies come out on DVD. I have a awesome big TV, insane surround sound, the seats recline and the bar is open the entire time.

evitalc31Monday, June 24th, 2013 at 2:36 pm

I lived in Downtown Hollywood for over ten years. Nothing has soured me more for movie theaters than the outrageous prices. I actually reduced the times I go- it bothered me so much. I like going to movies but my mental calculator goes off. For the price of the movies, I think of what else I could by: a pair of decent shoes, jeans, a decent dress, a tank of gas and fair amount of groceries for my family of three. I really want to see WWZ but I can wait until the hoopla settles down and save up for matinee. The Arclight is very pricy in Hollywood. I don't know if it would cost less up here. Is anyone bothered by the prices?

Phil EllisMonday, June 24th, 2013 at 2:51 pm

I agree with scvmomma. I avoid theaters and I see either major changes (improvements) or the demise of the theaters. It is no longer necessary to move film cans from theater to theater. Since movies are now (mostly) digital. Why wait in line for what you can see immediately in the comfort of your home? You will be able to delete the RunPee app from your phone.

mikecMonday, June 24th, 2013 at 2:54 pm

The wife and I went to the Edwards in CC Saturday and saw World War Z...no issues etc. However, they do need to modernize the place. I enjoy going to arclight as well, because it's an excuse to eat at Fuddruckers and/or cheesecake. My favorite theater is the one at the CBS lot, because it's free and has limited seating for about 60 people and they play new movies every Friday night (my wife works for CBS).

JeffWilsonMonday, June 24th, 2013 at 3:27 pm

My work also has a movie theater. I see most movies for free. I'll have to wait for WWZ, it'll probably show here in August.

evitalc31Monday, June 24th, 2013 at 2:59 pm

You got that right. I would rather watch it at home on DVD. For the price of one night at the movies, one can buy 2 DVDs. Oh and you aren't bothered by excessive chatter and people in front of you getting up and down.

WhiteligMonday, June 24th, 2013 at 5:10 pm

If the city built and ran a movie house, the same way it runs the library system, you would all be crying about wanting what we have today.

ToddMonday, June 24th, 2013 at 6:18 pm

I went to WW Z on Sunday in Valencia at 2:00. Had Zero problems. Bought my tickets the night before online, tickets were sent to my phone, went 30 Mins.early, Never stood in line, sat right where I wanted to. Actually saying putting government in charge of a movie is crazy. The government, Like with everything they do will make the experience worse and More expensive. The government is not equipped to compete in a fast pace that a theater works in or any other business for that matter. The library is a typical example of wasted money.Millions in taxes when we have people (Children) without food. We have a serious homeless problem and a homeless shelter that is only open half the year. Lets start to fix our communities real problems before we start to think about how to get a better experience at a movie theater. Sounds to me like some priorities need evaluated. Just sayin!

CCMonday, June 24th, 2013 at 10:32 pm

I agree. Have you compared private roads to public lately? The market will determine the need.

GMonday, June 24th, 2013 at 7:09 pm

We need seats that have two arm rests. Why should I have to fight with the person next to me for space on the arm rest. Didn't I pay for a seat that has arm rests? The seats should be reserved and we should be able to bring our own food. Their prices are so insulting it should be illegal. I barely go anymore because of the price gouging. The movie industry will suffer the same fate as the record industry if they don't change.

WhiteligTuesday, June 25th, 2013 at 8:44 am

If you were allowed to bring you own food, and concession revenue dropped. The price of tickets would skyrocket.

evitalc31Monday, June 24th, 2013 at 7:09 pm

We do have a lot to fix and the government doesn't need to be dealing with movies. Did you know that California ranks 41 on the Worst Places for Kids to Live? 1 being the best and 50 being the worst. So let's improve that.

evitalc31Tuesday, June 25th, 2013 at 7:35 am

Movie Theaters state that they make very little on the movies. The movie theater corporations have contracts with specific movie companies and those companies get most of the income. The theaters claim that they have to make money at the concessions. Does this sound familiar? I have heard gas station owners say the same thing about the oil companies so this is why the stations have a convenience stores/am pm's.

WhiteligTuesday, June 25th, 2013 at 8:41 am

because it is true. The actual theater makes very little from the ticket sales. Most of that money goes up the chain to the people who put up the funds to produce the movies. Gas stations are in the same boat as the theater owners. They make very little on the actual sales of gas. It is in the concession/convenience store that both make their profit. If they charge less for snacks, they will have to raise ticket prices.

evitalc31Tuesday, June 25th, 2013 at 12:42 pm

It feels like there is no win-win.

MikeMonday, June 24th, 2013 at 10:17 am
Good points. One of the better SCV secrets is the Regal Canyon Country theater. It isn't anything special, but as you established, neither is Valencia. It's like Valencia without the fuss. Sellouts are less common, far fewer hordes of youths, and you typically park within steps of the theater entrance. The downside is that there is no Fandango kiosk, so Fandango only gets you a seat. You still need to wait in line.
JeffWilsonMonday, June 24th, 2013 at 10:26 am
The CC Regal is only marginally better than Valencia. It doesn't even qualify as an SCV Secret. All Regal has to do to improve the experience is sell tickets online with guaranteed seating. Why they don't remains a mystery to me.
MikeMonday, June 24th, 2013 at 10:52 am
FWIW, just went through the online ordering process of a half dozen big SFV theaters. None had reserved seating. We're still living in a DC-3 world, the SFV is just lucky enough to have a rare A380 in the Arclight. There are very few theaters in the country on par with Arclight. I haven't been to too many different theaters in the last few years, but I wonder if we also have especially bad projectors up here. Last week I got stuck with the front row at Regal to see Man of Steel. The pixelation was distracting. I miss film projectors. Also: people who don't turn off 120Hz smoothing on their HDTVs, I shake my fist at you.
ToddMonday, June 24th, 2013 at 11:26 am
Disagree. We're not in the DC3 world, but we're in a 737 world. Arclight isn't even the A380 or the 787... its more like a 777 or A340. iPic or Muvico are the true top of the class. I'd LOVE to see one of those open in Santa Clarita. Workhorses like AMC have significantly elevated the experience. Every time I'm at a AMC the concessions are always well stocked and efficiently running. Beverages are cold and delicious. Popcorn is fresh and warm. The picture quality and sound are near perfect, and if not, a quick word to an usher remedies the situation promptly. I don't see movies much anymore (parenthood can do that to you). But when I do, its at Arclight Sherman Oaks or iPic Pasadena when I really want to splurge (and have my cocktail delivered to my seat mid movie. You haven't seen a James Bond film until you have a martini while he does).
LynnMonday, June 24th, 2013 at 10:43 am
We need an ArcLight or Laemmle out here. We usually go over the hill to NoHo or Sherman Oaks to see movies. And, we are not alone; I know many that will make a 'date' of it and do dinner and a movie in the 'other' valley rather than here. Imagine the $$'s that's not being spent here!
ToddMonday, June 24th, 2013 at 11:28 am
Absolutely. Reserved seating means I don't have to be in line for the film and I can be at dinner.
InkGigoloMonday, June 24th, 2013 at 12:55 pm
So what you're trying to say is, the SCV is SS Winkler to The SFV's Buck McKeon of movie houses? Right? Hey this is fun! When is the next Harry Potter movie coming out?
C ReiMonday, June 24th, 2013 at 12:59 pm
I couldn't agree more about the deplorable monopoly that Regal enjoys in the SCV. But I'll see your Arclight and raise you a Muvico. The Muvico experience in Thousand Oaks consistently blows the Arclight experience completely out of the water. What is more puzzling is how the population of SCV, which includes a significant number of residents currently or formerly in "the biz", continues to tolerate a massively mediocre moviegoing experience (at best). I hate the condition of the seats, lack of amenities, projection snafus, limited concessions, ridiculously long waits at the concession lines - and all for a $10 matinee or $13 regular price ticket (before insane up charges for 3D or IMAX. I also hate that Regal believes that we need a 10-12 screen multiplex to show only six movies. God forbid a film requiring more than 50 IQ points gets released here. I hate having to drive to Hollywood or West LA to see a decent drama. It's often worth driving to T.O. to Muvico for a superior movie experience. If for no other reason, just vote my dollars away from this chain. Your mileage may vary.
WalkerMonday, June 24th, 2013 at 2:10 pm
This drives me batty. Edwards is so expensive, rarely offers movies independent movies, and offers a terrible movie going experience. I just can't understand why a better, nicer theater hasn't bothered. I find myself leaving the SCV for at least half the movies I see because either (a) it's a blockbuster and I want a guaranteed seat, or (b) Edwards isn't showing the movie I want to see. We spend a few weeks each summer visiting family in SLC. We love to go to the movies when we're up there, and probably see more movies in that couple week period than we do all year in the SCV. For $7 (the evening price!) I can reserve my seat online, visit a clean and modern theater, and buy my movie 'snacks' from a freakin' food court (Pizza Hut, a burrito bar, burgers, ice cream, and of course traditional concessions). They even have ample booster seats for the little ones and lap trays for your drink and snacks (nice ones. Not cardboard boxes that for whatever reason have a big hole for popcorn to escape through - what's up with that???).
scvmommaMonday, June 24th, 2013 at 2:29 pm
Now you know why I wait until the movies come out on DVD. I have a awesome big TV, insane surround sound, the seats recline and the bar is open the entire time.
evitalc31Monday, June 24th, 2013 at 2:36 pm
I lived in Downtown Hollywood for over ten years. Nothing has soured me more for movie theaters than the outrageous prices. I actually reduced the times I go- it bothered me so much. I like going to movies but my mental calculator goes off. For the price of the movies, I think of what else I could by: a pair of decent shoes, jeans, a decent dress, a tank of gas and fair amount of groceries for my family of three. I really want to see WWZ but I can wait until the hoopla settles down and save up for matinee. The Arclight is very pricy in Hollywood. I don't know if it would cost less up here. Is anyone bothered by the prices?
Phil EllisMonday, June 24th, 2013 at 2:51 pm
I agree with scvmomma. I avoid theaters and I see either major changes (improvements) or the demise of the theaters. It is no longer necessary to move film cans from theater to theater. Since movies are now (mostly) digital. Why wait in line for what you can see immediately in the comfort of your home? You will be able to delete the RunPee app from your phone.
mikecMonday, June 24th, 2013 at 2:54 pm
The wife and I went to the Edwards in CC Saturday and saw World War Z...no issues etc. However, they do need to modernize the place. I enjoy going to arclight as well, because it's an excuse to eat at Fuddruckers and/or cheesecake. My favorite theater is the one at the CBS lot, because it's free and has limited seating for about 60 people and they play new movies every Friday night (my wife works for CBS).
JeffWilsonMonday, June 24th, 2013 at 3:27 pm
My work also has a movie theater. I see most movies for free. I'll have to wait for WWZ, it'll probably show here in August.
evitalc31Monday, June 24th, 2013 at 2:59 pm
You got that right. I would rather watch it at home on DVD. For the price of one night at the movies, one can buy 2 DVDs. Oh and you aren't bothered by excessive chatter and people in front of you getting up and down.
WhiteligMonday, June 24th, 2013 at 5:10 pm
If the city built and ran a movie house, the same way it runs the library system, you would all be crying about wanting what we have today.
ToddMonday, June 24th, 2013 at 6:18 pm
I went to WW Z on Sunday in Valencia at 2:00. Had Zero problems. Bought my tickets the night before online, tickets were sent to my phone, went 30 Mins.early, Never stood in line, sat right where I wanted to. Actually saying putting government in charge of a movie is crazy. The government, Like with everything they do will make the experience worse and More expensive. The government is not equipped to compete in a fast pace that a theater works in or any other business for that matter. The library is a typical example of wasted money.Millions in taxes when we have people (Children) without food. We have a serious homeless problem and a homeless shelter that is only open half the year. Lets start to fix our communities real problems before we start to think about how to get a better experience at a movie theater. Sounds to me like some priorities need evaluated. Just sayin!
CCMonday, June 24th, 2013 at 10:32 pm
I agree. Have you compared private roads to public lately? The market will determine the need.
GMonday, June 24th, 2013 at 7:09 pm
We need seats that have two arm rests. Why should I have to fight with the person next to me for space on the arm rest. Didn't I pay for a seat that has arm rests? The seats should be reserved and we should be able to bring our own food. Their prices are so insulting it should be illegal. I barely go anymore because of the price gouging. The movie industry will suffer the same fate as the record industry if they don't change.
WhiteligTuesday, June 25th, 2013 at 8:44 am
If you were allowed to bring you own food, and concession revenue dropped. The price of tickets would skyrocket.
evitalc31Monday, June 24th, 2013 at 7:09 pm
We do have a lot to fix and the government doesn't need to be dealing with movies. Did you know that California ranks 41 on the Worst Places for Kids to Live? 1 being the best and 50 being the worst. So let's improve that.
evitalc31Tuesday, June 25th, 2013 at 7:35 am
Movie Theaters state that they make very little on the movies. The movie theater corporations have contracts with specific movie companies and those companies get most of the income. The theaters claim that they have to make money at the concessions. Does this sound familiar? I have heard gas station owners say the same thing about the oil companies so this is why the stations have a convenience stores/am pm's.
WhiteligTuesday, June 25th, 2013 at 8:41 am
because it is true. The actual theater makes very little from the ticket sales. Most of that money goes up the chain to the people who put up the funds to produce the movies. Gas stations are in the same boat as the theater owners. They make very little on the actual sales of gas. It is in the concession/convenience store that both make their profit. If they charge less for snacks, they will have to raise ticket prices.
evitalc31Tuesday, June 25th, 2013 at 12:42 pm
It feels like there is no win-win.