Behind the screens

WHETHER AS THE setting for a romantic first date, a long anticipated family outing, or as the only place to see the latest blockbuster release, the cinema once held a special kind of magic. But over the past few years, the increase in illegal copying and an overall dearth of quality films have led to lower box-office takings around the world. Hong Kong's cinemas have experienced an estimated 10 per cent year-on-year decline (up to June 30, this year), similar to the 9 per cent drop seen in the United States. A significant part of the problem is that movie producers have failed to deliver what audiences want: warm, upbeat, entertaining films. 'There is enough sadness in the world right now. People don't need to go to the cinema to see it. Instead, they want to laugh and be entertained,' said Bob Vallone, director of Lark International Multimedia, parent of UA cinemas in Hong Kong and Studio City cinemas in China. Action pictures such as War of the Worlds and Batman just did not hit the right note with local audiences, Mr Vallone said. However, he added that light-hearted comedies and fantasies like Madagascar, Wedding Crashers and Charlie and the Chocolate Factory were expected to do much better. The anticipated release of other feel-good pictures before Christmas is likely to lift box-office sales in the second half of the year. But good quality films are not the only answer if cinemas are to win back lost audiences. The fact is that people now prefer to watch movies at home because DVDs and VCDs are available soon after the original cinema release dates. 'People used to have to wait up to a year before a film came out on video,' said Belinda Tang, deputy general manager of the exhibition department at Golden Harvest. 'But to combat piracy, movies are now coming out on DVD four to six months after cinema showings to discourage people from buying fakes. The result, though, is that they will wait rather than go to the cinema.' Another problem is the online proliferation of BitTorrent, a major peer-to-peer file-trading network that can index and deliver copyright files of all kinds. It enables millions of users to get instant and illegal access to movies and television programmes. Given these various negative forces, cinemas have realised the need to step up their game by offering value-added services to convince people it is still worth going out to see a film. For example, Golden Harvest's additional services include a loyalty club programme that offers members discounted tickets, games, raffles and exclusive invitations to premieres and film-related seminars. The company also believes in providing first-rate customer service. Meanwhile, Broadway Circuit cinemas have begun introducing coffee shops and book stores at some of their cinema locations to give audience members an attractive environment to spend time before or after a show. Despite the lower box-office takings, local cinema operators remain optimistic. About 10 new venues are expected to open over the next eight years, in line with the development of new commercial complexes and malls. Although frontline jobs in the sector see a notoriously high turnover, which is put down to the number of part-timers and young people who fill these positions, good career progression is possible for those willing to work their way up. For example, most of UA's back-office team were formerly frontline staff. This means they have a comprehensive understanding of a cinema's daily operations, and experience in customer service. Besides specific technical jobs, junior staff willing to stay the course can move into a wide range of other back-office functions, including publicity and advertising, film buying and booking, accounting, or working for the concession or operations team. 'Even for a senior position like mine, you need hands-on experience,' Mr Vallone said. 'It would be hard to be a commander if you didn't know how a ship runs.' He added that the behind-the-scenes work is much more complicated than it looks. When recruiting frontline staff, UA looks for happy, cordial and outgoing people who enjoy watching movies and interacting with customers. 'It is a great first job because the training you receive in things like answering the phone, having discipline and coming to work on time will stand you in good stead, even if you decide to do other things later,' Mr Vallone said. In the long term, Hong Kong cinemas are likely to have more screens at each location, but fewer seats in each theatre. Leading the way in this respect is the new Langham Place venue which has six 180-seat theatres. Traditional cinemas typically have somewhere between 300 and 400 seats. 'Cinemas everywhere are likely to become more high-end, with plusher seats and more of an art deco feel, like reverting back to the good old days, but not on such a grand scale,' Mr Vallone said. Key players Theatre manager Concessions team manager Operations team manager Film buying and booking manager Ticketing officer Marketing executive Public relations officer Accountant Technician Jargon Animation The process of photographing drawings or objects one frame at a time; by changing a drawing or slightly moving an object before each frame, an illusion of motion is created. Cinematographer An expert in the art of capturing images with visual recording devices either electronically or on film; will also select the lighting arrangements. Teaser trailer A short trailer generally released many months before the movie itself to give a brief preview and build audience anticipation. Dubbing The technique of combining multiple sound components.