Back in the day—and this was long, long ago, say two or three years—I could plan my trip to the movie theater in 30 seconds or less. I simply opened to the “movie listings” page in the relevant section of my newspaper, scanned the listings from all the theaters, checked the times and decided if I did or did not want to see a movie at that time. I did this regularly, from 1989—the time I began attending movies without my parents—until the end of the first decade of our new century.
At that point, Regal Cinemas, the main provider of first-run movies in Portland, Oregon, pulled its daily listings from the newspaper.
website. The number of subscribers to the newspaper has been declining for years. Smartphones had begun to appear and it was easier for consumers to be able to access movie information through a phone. I also thought at the time that Regal was a good five to ten years ahead of themselves. There are still a lot of
people who are not interested in navigating the internet to find their movie
selections. Why cut out a potential segment of the movie-going public?
click on multiple pages as some web designer has deemed it important that each
theater take up its own page, or that every movie in the theater system—even
ones in other cities—is listed in a long list.
movies which was what I had in the paper, I get to scroll through each theater. This sounds easy enough, but because Regal specializes in the multiplex, all the movies at a particulartheater don’t fit on one web screen and regular scrolling jumps from theater to theater. I must then employ a combination technique of pulling the screen back and forth with the mouse to read each movie listed in the theater and then scrolling to the next one. It’s actually an improvement from earlier in the year, when it was difficult to navigate to the individual movie theater listings. But it’s still miles away from having all the information on one page.