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Response
from Kurt Hall, President and CEO, Regal CineMedia
-----Original
Message-----
From: Kurt Hall
Sent: Monday, May 19, 2003 8:06 AM
To: 'information@captiveaudience.org'
Cc: Lauren Leff
Subject: FW: Letter to Jason Thompson - captiveaudience.org
Dear Mr. Thompson,
Dick Westerling
forwarded your recent email to me. I oversee Regal CineMedia,
the media subsidiary of Regal Entertainment Group (REG) and I'm
glad you took the time to write to us about your recent experience
at our Hillsboro theatre.
It is clear
that you and others have had a less than satisfying experience
viewing pre-feature advertising over the years. As you know, the
pre-show program in theatres has for many years been dominated
by static slide advertising, which is primarily local in nature
with somewhat low production quality, and a selection of national
advertisements that were produced for television. All of us here
at Regal Entertainment agree that the pre-feature slide and rolling
stock television advertising that is traditionally shown in theatres
across the country is in need of improvement from a quality, as
well as an entertainment standpoint. In fact, that is one of the
reasons why we have invested so heavily in a new digital technology
network and higher-quality digital projection equipment for our
theatres nationwide.
The technology we are in the process of installing reaching about
80% of REG's screens nationwide improves the sight and sound of
our pre-show presentation, delivering a significant improvement
from the pre-feature advertising that is typically shown in most
theatres. Since the spring of 2002, we have been updating our
theatres with this new technology and one of the benefits is our
improved pre-show program, which we've named The 2wenty.
As you experienced, The 2wenty is a combination of short-form,
original entertainment segments, interspersed with high quality
national advertising, which in most cases is made for the cinema.
The pre-show
is designed to begin approximately 20 minutes before the advertised
show time and is currently available in 20 markets in over 200
theatres reaching approximately 2,500 screens, including our theatres
in the Portland metropolitan area. The 2wenty ends at about
advertised show time and is followed by the movie studios' previews
and feature film presentation. Currently our technical team is
installing new digital technology across the U.S. in one theatre
every day, six days a week, converting approximately 60 screens
per week.
Just as is
the case with films, the key to our success, is the creativity
and entertainment value of the presentation. Our main focus is
to create a more entertaining pre show program for our early arriving
patrons. To that end, we are working very closely with our content
partners, advertisers and agencies to significantly improve the
quality of what is shown in theatres prior to the trailers and
feature presentation. In effect, we are creating a new "canvas" for the creative community to paint on.
As our patrons
begin to understand The 2wenty segments will change each
month, with certain content and ads changing more frequently,
we are hopeful our new pre-show will be something that patrons
plan to arrive early to view, if they so desire. We are continually
conducting independent surveys through third party researchers
to get feedback from our patrons on how The 2wenty is being
received and we are using that information to improve the program
as we move forward.
In addition
to distributing The 2wenty, Regal's new digital network
also allows for the programming of alternative events in movie
theatres. In recent months, Regal has multicast live concert events
with artists such as Korn, Tom Petty and Grammy Award-winning
rock band Third Day to multiple theatre locations across the country.
A live, simulcast of a college football game was also distributed
last fall in High Definition to fans at select theatres, as well
as the red carpet premiere event for the recent Jennifer Lopez
movie, "Maid in Manhattan." Most recently, a live, national
"virtual classroom" event for 3,300 students and educators
with Academy Award-winning director James Cameron and actor Bill
Paxton was recently held in 13 theatre locations across the country,
including two locations in the Portland area, to discuss the filmmaker's
new underwater 3D IMAX adventure, "Ghosts of the Abyss."
The most influencing
factor in switching to this new format has been the advances in
digital technology that are changing and will continue to change
the entertainment industry. We have been undergoing this transformation
since early 2002 and at this point, we have plans in place to
continuing installing new digital technology in Regal Entertainment
Group theatres throughout first quarter of 2004, ultimately reaching
over 400 locations and approximately 5,000 screens.
Regal is committed
to improving the entertainment value in our theatres and I hope
you will come early to view upcoming installments of The 2wenty.
I am confident you will continue to see an enhancement over what
is typically seen on most theatre screens. Please feel free to
continue to let us know what you think or give us suggestions
on how we might improve. Like any new technology or business paradigm,
our digital pre show presentation will continue to evolve over
time. As such, any feedback you could give us would be helpful.
Sincerely,
Kurt Hall
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