Published Mar 07, 2017Just yesterday, Tim Heidecker and Gregg Turkington brought back their brilliantly subversive On Cinema for its ninth season. In the show, Heidecker poked fun at the ways massive movie chains are attempting to rake in new customers with things like full meal catering, alcohol service and reclining seats. But not even he could predict the real absurdity coming to some American cinemas next week.
As the LA Times reports, two California cinemas will open theatres with built-in playgrounds next week, meaning children can run and play and scream and fight on slides and other attractions while a movie plays in the background.
It's any cinephile's worst nightmare, but the concept has been a hit in Mexico. Developed by Cinepolis, the company created it in order to allow families to attend movies together. The idea is to let children run and around and play when they get bored, rather than squirm in their seats.
Further, and perhaps even more ridiculously, the family-oriented screenings are interrupted with 15-minute intermissions to allow more playing and running around, as well as bathroom breaks. At this point, it's unclear if the United States theatres will have intermissions as well.
"It's really intended to make kids feel welcome and comfortable," Cinepolis USA chief executive Adrian Mijares Elizondo told the LA Times. "The whole idea is to make it easier for parents to take their kids to the movies and let the kids have more fun."
"It's very valuable for us and the market to bring kids in early and for them to have a good time," Mijares added. "I think that will increase the possibility of those guests becoming strong moviegoers as teenagers and adults."
If you're worried that you'll have to spend next Oscar season trying to read subtitles while a bunch of brats play capture the flag, don't fret yet. The kid-friendly theatres are only planning to show family films.