This Week in the Mercury


Thursday, March 22, 2012

Today in News That Surprises No One Who Has Been Inside a Movie Theater in the Past Five Years

Posted by Erik Henriksen on Thu, Mar 22, 2012 at 12:45 PM

The Hollywood Reporter has the shocking news that kids these days like to send their iTexts and read their Twitters... even while watching movies.

Nine of 10 respondents view social networking sites like Twitter and Facebook as a new form of entertainment, and more than half say social media sites are important tastemakers in determining what to watch and buy. Perhaps more surprising, 80 percent of television viewers visit Facebook while they watch.

“Social media is the connective tissue that enables consumers to multitask during their entertainment experiences by connecting with others and sharing their opinions,” notes pollster Jon Penn of the findings, based on a survey of 750 social network users ages 13 to 49. And film moguls, take note: The poll found that a majority of 18-to-34-year-olds believe using social media while watching a movie in a theater would add to their experience, and nearly half would be interested in going to theaters that allowed texting and web surfing.

“Millennials want their public moviegoing experience to replicate their own private media experiences,” says Penn.“Having dedicated social-media-friendly seats, or even entire theaters, can make the moviegoing experience more relevant and enjoyable for them.”

Another fun fact that one can observe if they go to any movie ever is that these rascally millennials—and, you know, a lot of other people—have already turned most movie theaters into social-media-friendly places; unless you're somewhere like the Alamo Drafthouse, chances are you're going to see a whole lot of iPhones glimmering in the dark. It's annoying as fuck, yes; it's not the way movies were made to be experienced, yes; it's also kind of inevitable, I think. The act of watching a movie for our kids and grandkids could be very different, I suspect, than it is for us; this is how we're starting to see things change.

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