There has been a growing trend in a number of markets of moving away from going out to enjoying more in-home experiences. Whether this is beer consumption, cooking instead of going out to restaurants or in-home ‘cinemas’/movie viewing, the changes seem to be fuelled by a combination of economic factors (not least the recesssion) but they are also being driven by innovations which are helping make the in-home experiences better – like in-fridge dispensing packs for beer and the Nespressoes of beer e.g Heineken Beer Teller, like the growth of big screen television, HD and on-line rental and/or streaming of films.
How then should the out-of-home industries respond? Cutting costs and prices in recessionary times? For me there is a huge danger in this approach as cutting costs can lead to an even worse experience when people choose to go out and then that possibly downgraded experience merely encourages them to stay in more.
For me one positive strategy is to invest in making the going-out experience even better than staying at home. Odeon’s new “The Lounge” concept is a perfect example of this. They describe it as:
“ a unique over 18′s luxury cinema experience. The Lounge offers you the chance to enjoy Fine Food and Film in the most exclusive cinema setting. Each of the intimate screens has no more than 50 seats. Each leather seat fully reclines at the touch of a button and has double the leg room of a normal cinema seat. At the heart of this unique experience is an innovative approach to fine dining where an exclusive menu is delivered by our service staff directly to your seat Your personal experience begins as you walk through the door and are greeted by a concierge who will lead you to our luxury bar area. Here’s where you can begin your journey – grown up cinema at its best”
Now the only question is are there any good films on at the moment?