Promoting Freedom for Creative Architecture
Movie theater lobbies are where many first experience film. As small nickelodeons were gradually upgraded into larger cinemas, concession stands became more frequent and lobby cards became available.
These cards, no bigger than a sheet of paper, showcased information such as the film title, production company and cast, as well as scenes that could provide an understanding of its plot.
Movie theaters are doing everything they can to entice audiences out of their homes and into darkened auditoriums, from offering comfortable seats with built-in footrests and recliners, to offering full meals before each film. Yet even these efforts may not be enough to convince those accustomed to viewing movies on their home screens to visit cinemas instead.
One solution would be to construct risers that are tall enough for the front row while still permitting seats behind to be adjusted to an acceptable height, enabling all row members to sit up just like theater chairs while providing them all with unobstructed views of the screen.
Other theaters are installing heated lounge chairs that fully recline, featuring buttons to summon waiters. Some models may even move in sync with the action or provide effects like blowing air at certain scenes.
As people enter a theater, they usually navigate their way along rows of seats until reaching their auditorium seating. Aisles may be either straight or curved depending on the layout of the room and may or may not accommodate wheelchairs.
Theater ushers use aisles to maintain order during feature films. They escort patrons to their seats, watch for those trying to sneak in without buying tickets and shushed those who speak during films.
When cinemas were still showing silent films, black and white or duotone lobby cards were usually used to advertise the films playing there. Over time as studios became established and short films expanded into full-length feature movies, these cards gradually gave way to colorful hand-tinted scenes as an advertisement of sorts.
In the 1930s, concession stands were first installed in movie theater lobbies as operators realized audiences would purchase snacks and candy from concession stands. Popcorn became especially popular during World War II rationing due to its sugar content; its symbolic quality remains today.
Theaters have traditionally sold tickets at their box offices for seats which could either be open/free (first come, first served) or allocated ("allocated seating").
Tickets may also be purchased online and picked up at the theater, or purchased in advance at an automated ticket kiosk located in its lobby. Kiosks allow patrons to bypass box office lines while not being subject to admittance restrictions imposed at its entrance - though valid photo identification will still be necessary when redeeming or purchasing online tickets for specific showtimes.
Modern theaters typically show commercial advertising shorts and movie trailers before showing a feature film, in order to encourage audiences to purchase concession snacks and drinks as well as encourage patrons to buy gift vouchers or group discounts in the foyer. Furthermore, reminders in various forms regarding theater etiquette (no smoking, no talking, silence of mobile phones and removal of crying children), ticket purchasing preferences of certain theater chains (Fandango), as well as any on-screen activities may also be repeated between showings.
Lighting arrangements are an integral component of the movie theater experience. Ambient lighting plays an integral role, while safety solutions should also be put in place for stairs and exits.
Wall sconces provide ambient lighting that's neither too bright nor dim, adding a unique aesthetic to lobby, hallway and individual theater spaces. Recessed lights placed overhead provide more direct illumination; these should include various color temperature options as well as dimming capabilities.
Pulse On utilized the string motif as inspiration for its Shanghai cinema lobby and bookshop design by using vertical lighting elements and shelves featuring them, along with lounge seating, reading nooks, and patterned flooring that all play off of it. This peaceful space invites patrons to relax before beginning their movie experience.
