For companies, it is as crucial to define target audience, but almost more important is to define who is NOT your target audience.
When we adopted our strict no talking policy back in 1997 we knew we were going to alienate some of our patrons. That was the plan.
If you can’t change your behavior and be quiet (or unilluminated) during a movie, then we don’t want you at our venue. Follow our rules, or get the hell out and don’t come back until you can.
Week ago I was watching a film in movie theatre and someone´s alarm clock started ringing during the show. Everyone noticed that expect the guy whose alarm bell was ringing. My movie experiences have many times been ruined by talking or mobile phone4s. And I am not talking about loud action movies or mild noises; once watching European art film where there is practically no dialogue or loud sounds, one couple was having loud conversation about what to have for dinner. So my stance is clear: if you cannot be without your phone for a length of a movie, stick to Netflix.
Alamo Drafthouse is perfect example of movie theatre that truly walks their talk. Because the problem is not that patrons are encouraged to use their mobile phones. Practically every cinema has no- mobile phone policy. But pretty much no one is truly enforcing it. You as a patron are forced to be the “bad guy“, which not only ruins your night, but also probably the one who is texting (like I would care). Alamo Drafthouse is giving warnings of texting and after the first warning you are kicked out if you continue your bad ways. And they are not afraid to kick texters out of the movie theatre (troublemakers are “snitched” anonymously in the food order sheets).
Rules are meaningless if you don´t follow them.
Other movie theatres let short-sighted greed (or ambivalence) to let few bad apples to ruin the experience for majority. What Alama Drafthouse has realized that bully or a trouble maker as a client is never a good client. You should get rid of them, because having a bad client ends up costing you money in the long run. If you have rules and defined target audience, you should be true to it.
Interestingly Alamo has also separate program “Alamo for All”, where noise and technology rules do not apply and you are allowed to move freely in movie theatre. This is to create inclusive accessible movie theatre experience for children, guests with special needs and those who cannot behave in normal movie theatre. Again rules are stated clearly and they are followed. In these screenings you are not allowed to whine about texting.
Few lessons from Alamo Drafthouse:
- Be true to your target audience. You do not need to serve everyone.
- If you have rules you must enforce them. Rules without enforcement is not called rule. It is called a joke.
- Have some integrity in what you do.
Because at the end of the day, the only thing defining you are your principles (which you define yourself so they can be super easy as well). If you cannot abide them, everyone will eventually lose respect for you.