You go to a movie to sit back, enjoy yourself, and let your brain go on autopilot for a couple of hours, right? Well if you’re really there for the film then you’re not going to worry about how it’s presented. On the other hand, if you’re paying so much for a ticket you definitely want the experience to be worth it. That’s why screen masking, or the lack thereof, is kind of important. Screen masking occurs when the picture is about to roll and you see the picture either widen or narrow slightly as the specialized curtains come into contain the picture and give it a more professional quality. It allows you to focus on the film without your eyes darting to the distracting movements that can come from the lack of a screen masking.
In many cases some people have likened this to watching TV, but in truth without the masking it would be like watching a movie shone onto a sheet used as a screen. It’s entirely possible to enjoy a movie in such a way but it’s also possible to become so distracted that you lose the pleasant feeling that you paid ten dollars or more to enjoy. Many moviegoers are up in arms about theaters that are not bothering to use the screen masking that could cut back on the distractions and offer a pleasing movie experience. However, the company that is responsible for so many theaters has already expressed their feelings towards these complaints and the results are kind of hard to swallow.
AMC, one of the biggest theater corporations in the country, doesn’t care about the quality of their presentation because they believe that the digital images have the crisp, clean lines that they want and don’t need screen masking. There’s a good chance that the cost of the screen masking for every screen in every theater could cost quite a bit, but considering how much tickets cost at this point and what concessions are likely to pull down that argument doesn’t seem entirely valid. Plus, if theaters really want to go out of business the act of telling their customers that they don’t care about their needs or desires is a good way to go about it. The chance that they’ll all go out of business anytime soon is next to nil, but the chance that they might suffer a little if they continue to disrespect those that pay for their services isn’t too far off the mark.
Honestly people go to the theater to be entertained and to feel as though the theater experience is catering to their whims and desires. The moment that stops, meaning now, is when people might start looking elsewhere. Theaters are great for many reasons, but with the onset of streaming and other services they could be obsolete very quickly if they don’t start adhering to the essentially small demands of their customers. Keep in mind folks, the theaters only exist because people still love the experience of them. If that goes, then so goes the theater.
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