How to Make Moviegoing Cool Again

or FilmStack Challenge #2

Thank you

Ted Hope

for the new FilmStack challenge! Looking forward to what ideas we spur and potentially execute!

Let’s be honest. If we want people to come back to movie theaters, two things have to be true: the movies need to be better, and the tickets need to be cheaper. Audiences are smart. They’re not going to spend $20 to see something that feels like it could’ve gone straight to streaming. And the current pricing structure isn’t helping. Combine that with the fact that most theatrical runs are over within three weeks, and it’s no wonder people are opting to stay home.

But let’s assume we do start getting better films and the economics make more sense. What then? Because even if every movie was a 10/10 and tickets were $8, theaters still wouldn’t feel culturally relevant. They’d just be more accessible. The missing ingredient isn’t content or cost. It’s context. It’s experience. It’s cultural capital.

Going to the movies used to mean something. It wasn't just about what you watched, it was who you went with, what you wore, what you saw in the lobby, and how you talked about it afterward. The rise of streaming, premium seating, and convenience-first thinking has hollowed out the cultural ritual. Moviegoing is still alive, but it's forgotten how to be cool. If we want it to thrive again, we need to stop thinking like exhibitors and start thinking like curators of experience.. It wasn't just about what you watched, it was who you went with, what you wore, what you saw in the lobby, and how you talked about it afterward. The rise of streaming, premium seating, and convenience-first thinking has hollowed out the cultural ritual. Moviegoing is still alive, but it's forgotten how to be cool. If we want it to thrive again, we need to stop thinking like exhibitors and start thinking like curators of experience.

I remember the first time I realized a movie theater could become a cultural icon on its own. AMC Porter Ranch isn’t radically different from other multiplexes—except it’s the location where the iconic Nicole Kidman AMC ad was filmed. And somehow, that changed everything. I wanted to see a movie there. Not because I expected the screen or sound to be better, but because I wanted to feel connected to that moment, to that meme, to that myth. The theater itself had become part of the lore.

It reminded me of something from my student days in San Francisco. There was a club called Love and Propaganda that everyone posted about. The neon sign inside said, "All Art Is Propaganda."

I saw photos of it long before I ever went and when I finally did, it was underwhelming. But the moment of taking that photo still felt cool. It meant I was there. I had claimed a little piece of cultural relevance.

That’s what movie theaters are missing. Not luxury. Not content. But context, memory, and cultural capital.

1. The Movie Is Not the Experience, It's the Excuse

People can watch the movie later. What they can't replicate is the communal anticipation, the shared laughter, the audible gasps. Theaters today are sterile and transactional. There is no sense of occasion.

What to bring back:

• Pre-movie rituals like live intros, filmmaker shoutouts, or curated trailers

• Social catalysts like QR-based trivia, collectible tickets, or pop-up selfie stations

2. Make the Theater a Hangout Again

Theaters used to be third places, like cafes or skate parks. Now they function like airports. People come in, get what they need, and leave.

How to rebuild hangout culture:

• Offer rewards or perks for showing up early or staying late

• Introduce "movie club tables" where guests can join opt-in post-show discussions or games

• Host screenings where phones are encouraged for live reactions or shared commentary (more on that later)

3. Ritual Creates Value

In the past, the act of getting good seats was part of the excitement. You showed up early, stood in line with your friends, and talked movies with strangers. It wasn’t just a delay—it was part of the build-up. While assigned seating has made things more convenient, it’s also made the experience colder and more segmented. Hot take: I would get rid of reserved seating.

How to build ritual without gimmicks:

• Encourage early arrival perks like member-only previews, behind-the-scenes trivia, or early snack access

• Create pre-show rituals—short intros, curated trailers, or a rotating film quote read aloud before each screening

• Offer seat-side service during this pre-show window so people can settle in, eat, and connect while the theater fills

These aren’t tricks, they’re habits that build anticipation and belonging. The goal isn’t to surprise audiences, it’s to invite them into something shared: a ritual that makes showing up feel special again.

4. Minimize Friction, Maximize Time to Connect

People tolerate one line. But move them from the ticket line, to the snack line, to the seat line, and you’ve already drained the magic. We need to streamline the system to prioritize shared downtime, not logistical stress. And if I just got rid of reserved seats, then there has to be something else and still makes the experience worthwhile.

How to do it better:

• If you’re waiting in line for seats, snacks should come to you

• QR-code ordering from the lobby with seat delivery like Alamo Drafthouse

• Reverse the order entirely with a pre-seating lounge that feels like a pre-party

5. Let the Phones In (Sometimes)

Yes, theater etiquette matters. But cultural relevance matters too. When kids filmed the chaos during A Minecraft Movie, the behavior was outrageous, but it was also proof that theaters still had power. The chaos meant something. It meant people cared enough to be loud.

Embrace controlled chaos:

• Offer phone-friendly screenings where recording reactions is allowed (especially for comedies and horrors)

• Build in reaction-friendly moments, designed to pop on TikTok

• Protect IP with watermarked assets or pre-cleared visual zones

6. Turn Theaters Into Cultural Landmarks

You didn’t go to Love and Propaganda for the drinks. You went to take a photo in front of the neon sign. And you told everyone you went. Theaters should do the same—create symbols, icons, and moments worth sharing.

How to localize the magic:

• Design Instagrammable corners in each lobby with rotating neon signs or installations

• Highlight the theater’s history or claim to fame, like "This is where the Nicole Kidman ad was filmed"

• Make every theater feel distinct from the next

More headlines like the below:

7. Local Collaboration is the New Uniform

Theaters shouldn't try to offer the same experience nationwide. Their strength is in partnering with local talent. Let the Grove feel like LA. Let Alamo in Austin feel like Austin. That's how a screening becomes a statement.

Ways to empower local voice:

• Collaborate with local artists to redesign lobbies, menus, or poster art

• Feature shorts or trailers from local filmmakers before the main feature

• Let theater-specific merch exist that you can’t get anywhere else

8. Post-Screening Spaces Should Matter

Some of the most memorable moments happen after the credits. The parking lot debates. The TikTok rants. The stunned silence. Theaters should be creating spaces that invite that energy.

How to make it work without going bankrupt:

• Build a small-scale post-movie lounge with limited seating and rotating drink menus

• Partner with local beverage brands for low-overhead, high-identity offerings

• Offer one free or discounted drink to members after the show to keep them around

• Use the lounge to showcase indie shorts, run movie trivia, or tease upcoming films

Conclusion: Bring Back the Ritual and Create Meaning

The future of moviegoing isn’t just reclining seats or upgraded concessions. It’s ritual, context, and memory. It’s not just about what’s on screen. It’s about where you were, who you were with, and what it meant. If theaters want to survive, they have to become places where people gather, reflect, and remember. The goal isn’t to modernize moviegoing. It’s to make it matter again.