Raving in the Wonderful Land of Oz

       

      I recently attend the new fantasy adventure film, Oz the Great and Powerful, at Rave Pictures in the Ridgmar Mall in Fort Worth off of I-30. While I didn’t enjoy the new Sam Raimi film based on the works of L. Frank Baum’s Oz novels, I always seem to have a good time at the Rave. The film features James Franco, Rachel Weisz, and Michele Williams (Several actors that I really enjoy), I just thought the overall tone and writing and acting of this film was very cheesy, and while visually stunning and thought provoking, just seemed bland and corny overall. As much as I found distaste in Mila Kunis’s acting, I found joy in Matt and I being the only ones in the theater until two older ladies came in right as the film began. While I found the film uninteresting and a drag to watch, I thoroughly enjoyed myself at the Rave, which I always seem to do.

          

          I have been to other movie theaters of Rave Pictures across the Dallas/Fort Worth area, and this one doesn’t seem to be as nice as those. I have attended movies at this one before, but I guess I never really took the time to notice the amenities that it lacked in comparison to others that I had visited. While Raves are normally known as being futuristic, very hip styles of a movie theatre, this one just seemed kind of boring. Their workers made my visit very enjoyable. They seemed to enjoy being at work and they were very courteous and helpful. Going midday, there weren’t a lot of people at this Rave at all, but the ones who were there seemed to be having as enjoyable as an experience as I was. Their advertising for upcoming films was spot-on. They had everything from release posters to mini televisions featuring new trailers playing in the hallways, to pop up animated caricatures that you could take your picture with.

            Ethically, emotionally, and logically, the single best quality about the Rave is that they offer five dollar tickets to students. For one’s pocket book’s sake, that is fantastic. While concessions of all kinds are non-surprisingly sky rocketed prices, the five dollar ticket makes the Rave a simple, and nice adventure. It seems to be the most beneficial to just go grab a canned drink and bags of chips and candy from the local convenient store, hide it in your purse, buy your five dollar ticket, and make a date out of it. With their lack of security, this could be an easy feat. Overall, I think that anyone could potentially have a good evening out at this welcoming movie theater. With their pretty decent selection of movies, chill atmosphere, and five dollar ticket price, I could go to the Rave in Ridgmar Mall most any day.  

Hulen Movie Tavern

When it comes to a 5-star movie-going experience, the Movie Tavern has it down to a science. If you aren’t familiar with this company, a visit to their website will be sure to entice – “Dallas-based Movie Tavern is the premier in-cinema dining experience, with 131 all-digital screens at 16 locations in seven states. We offer an in-theatre dining experience featuring first-run movies combined with a wide range of chef prepared menu selections.” Going to the movies has been a beloved activity for a vast majority of people all over the country. Movie Tavern has taken this concept and escalated it to a whole new level – presenting the public with an idea that we didn’t even know we craved.

The most prominent strategy used by Movie Tavern to obtain customers is obviously their presentation of an all-inclusive spin on the ‘dinner and a movie’ notion. They make you question why you would ever go to a boring old theatre that just serves popcorn and candy, when you can venture to Movie Tavern and have a luxurious movie night complete with cocktails, chef prepared dinners brought directly to your seat and a waiter that will come running at the push of a button. It’s a rather genius strategy.

The Movie Tavern location I visited was smartly located next to the Hulen Mall – sure to draw in crowds of people who want to relax after a long day of shopping. A very logical and sound choice made by the company.

Upon arriving at the Hulen Movie Tavern, I noticed the prominent ‘Movies Never Tasted So Good!’ slogan that they are so well known for, along with captivating large posters of movies that sparked my interest. These characteristics both correlate directly to the ethos that the Movie Tavern brand carries, since they are known for always featuring the most current films and delicious food once you venture inside. According to Lunsford, “Credibility speaks to honesty, respect for an audience and its values, and plain old likeability” (59). By always providing these elements and staying true to their word, the brand has earned a solid notion of credibility among customers all over the country.

As I entered the lobby, I instantly noticed that this theatre was very unique. There were lavish decorations all around, smiling employees at the ticket counter, and an alluring restaurant with a bar directly ahead. Appealing to all factors of my pathos, I knew that this had been the right choice for my movie viewing experience. Lunsford states that, “We all make decisions – even important ones – based on our feelings” (38). Movie Tavern has worked hard to put the customer first by successfully identifying with these emotional appeals in a different way than most other movie theatres have been able to achieve. Resulting in a loyal and appreciative customer base.

After acquiring my ticket, I waited in line to enter the actual theatre portion of the building and proceeded to receive an extensive menu along with directions to my specific theatre from a helpful employee. To my delight, the film happened to be playing in the largest theatre they had – giving me the option to pick from a wide range of seat choices. This specific theatre was designed according to the stadium style seating method (like most other theatres in the country), proving that Movie Tavern made it a priority to be both logical and efficient when designing the layout.

Settling on a seat towards the back, I was quite impressed to notice the plush leather seats and convenient table and cup holder attached to the chair. Throughout the film, I had a very pleasant waiter who excelled at both customer service and my pathos radar.

After experiencing Movie Tavern for myself, I can whole-heartedly understand and appreciate their attention to detail and constant drive to always put the customer first. It is such a noticeable difference when a business creates an atmosphere that is based solely around the customer’s interest and the goal of providing an experience unlike any other. I absolutely loved my experience at the Hulen Movie Tavern and will be recommending it to all my friends.

I’ve included this short video clip that ties directly into the ethos of the Movie Tavern brand and the pathos of the potential customer.

Ridgemar Movie Tavern

Oh how going to the movies has changed through the years. I always think of the scene from Annie and how it was such a big deal to go to see a movie. Sorry for getting “Let’s Go to the Movies” stuck in your head. Now, we have the option of 3D movies or even to eat a meal while we watch the big screen.  This only makes me wonder what will we do next? I used to think going to the drive-ins was cool… There are so many different movie theaters, each one claiming to be better than the rest. But what really makes them “better”. The popcorn? The comfy seats? The staff?

I went to the Ridgemar Movie Tavern. I wasn't too familiar with the Movie Taverns before coming to school in Texas. I’ve never heard of anything like them in California. Boy am I glad I discovered them. I mean, what’s better than being able to eat a meal while enjoying a movie. The movie taverns have combined the perfect date night of dinner and a movie. Right upon entering the Ridgemar Movie Tavern there is a huge snack counter with every kind of movie treat you could imagine. Do we need more food? I guess if you aren’t a fan of the meal deal, you can get your “normal” movie treats here. I think this really enhanced the ethos aspect of the theater. Along with the very friendly and helpful staff. They were very gracious to let us take pictures of whatever we needed.

Once we entered our theater, I was pleasantly surprised by the leather seats. I think it unusually to see such nice seating in a theater. The leather was a lot nicer than the weird velvet material that' usually covers theater seats. Those usually feel dirty and sticky, while these leather seats made me feel very comfortable. The theater overall was very clean and the rows were spacious. This was all very logical. I hate having to squeeze past others to get to my seat. There was plenty of room on the counters/tables for food as well.

As for pathos, there were many elements that contributed to this theater appealing to my emotions. The theater was very clean. For an OCD clean freak like myself, this was very comforting. Nothing is worse than walking into a theater, having just paid to see a movie, and seeing popcorn on the floor and something sticky in the cup holder. Nothing worse. Molly and I both agreed that the lighting was very calming in the theater. It was the perfect “dim”. Giannetti says, “color tends to be a subconscious element” (Giannetti 22). But with the dim lighting I seemed to notice the colors in the theater more including the black leather seats.

I fully enjoyed the Ridgemar movie theater. Its combined elements of ethos, pathos, and logos, helped me truly enjoy my experience. I would definitely go back again! I would give the theater 3 tickets.

 

West Seventh Movie Tavern

            Going to see a movie may be one of the most common and convenient activities amongst all age groups. Movie theatres have been around for many years and movie-going has remained a suitable activity for a wide variety of occasions ranging from birthday parties to first dates to a girls night out. Upon the decision to go see a movie for your daytime or evening activity, there a several considerations one must undergo. For starters, one must decide what movie they want to see, what time they want to go see the movie, how much money they want to spend on a ticket, and lastly what location/movie theatre they want to go to. While this is not true for movie-goers everywhere, those wanting to go see a new film in the city of Fort Worth have several location options to chose from. With so many different movie theatre options available, it is important that owners position their movie theatre favorably amongst the public and/or their target audience in order to convince people to see a movie at their location. Movie Tavern, located on West Seventh Street, is one theatre that does an excellent job creating an upscale ambiance with several unique amenities to enhance ethos, pathos, and logos in their strategies to encourage patrons to see a movie at their location.

            There is no denying that West Seventh Street is one of the most (if not the most) growing areas in Fort Worth in terms of popularity. There are several restaurants, bars, and shops in the area, which has made it a fun and trendy place that attracts a large number of people. The Movie Tavern is the only theatre in the near vicinity and it is placed in the middle of much of the activity that is taking place in the area. Its bright lights, high visibility, and sophisticated structure make it very appealing from the outside, which may attract new customers walking by. In addition, Movie Tavern has set itself apart from many other theaters in that it does not look like a tradition movie theatre. The inviting structure can affect the way customers feel about going to see a movie as their “event” for the night because it gives off the appearance that it is more than just any traditional old theatre. This is further supported once you enter the inside.

            While Movie Tavern is located in a busy area, its two entrances with two separate ticket counters along with the several movie-ticket kiosks make for a fast and easy ticket purchase with very little line/wait time. This aspect is very appealing to the fast passed, on-the-go generation that most often frequent in this area. In addition, there is a dining area and full stocked bar located in the lobby of the theatre. If individuals get to the theatre early in order to get tickets before they’re sold out, save good seats, or simply because it is a more convenient time because of where they are coming from, they have the option of getting something to drink (including alcoholic beverages for adults) or eat while they wait for the show. This is a logical appeal as it is a win-win for customers and the establishment because it is convenient and it generates more money for the business. This logical appeal is further extended by the fact that individuals can even order meals and drinks while in the actual movie. While the concept of dinner and a movie has been around for quite some time, the actual implementation of having both at once is not usually an option at most traditional theatres. According to Everything is an Argument, it is logical to implement something that is “common sense” (Lunsford 67). Since dinner and a movie is known to be the typical date night, it seems more than logical for one establishment to provide both at the same time. This Movie Tavern offers an extensive menu that offers a variety of food options ranging from the traditional items, such as popcorn and candy, to full course meals including appetizer, dinner, and dessert options. Furthermore, Movie Tavern makes getting food and drinks even more appealing by providing staff members to wait on you at your convenience through its strategy of using a small red light to signal you want their services. By doing this, individuals don’t have to worry about missing any important scenes of the movie they are there to see.

            While it is important to acknowledge the extra perks and amenities that Movie Tavern has to offer, it is even more essential to recognize the quality and efficiency of these services. Movie Tavern does an excellent job with their upkeep of each individual movie theatre as well as the lobby. It is both clean and tastefully decorated as it sets the mood for an evening out. In addition, the food offerings and drink choices have all been delicious in my opinion thus far, which credits their slogan that reads, “movies never tasted so good”. All of this appeals to ethos as it allows customers to trust that they are in a place of quality. In addition, the fact that Movie Tavern is a successful chain makes it even more reputable. The name Movie Tavern suggests that you are going to get more than just a movie when you visit the establishment, which is true. According to Lunsford, one can “create ethos in at least two ways-through the reputation they bring to the table and through the language, evidence, and images they use” (52). Movie Tavern has remained a successful chain that continues to grow and fill its seats because of the quality service they provide, making it a credible establishment.

            Lastly, the customer service at Movie Tavern is also superb and the kind staff contributed to my overall good experience. Each staff member that I interacted with during my time at Movie Tavern was energetic, polite, and helpful which only made me want to visit this location again. The friendly staff appealed to pathos because people like to feel they are welcomed into a friendly environment and it is clear that this is a top priority at Movie Tavern. While the movie that I decided to see, Spring Breakers, was not my favorite, I ended up having a great experience due to the atmosphere and amenities provided at Movie Tavern on West Seventh. 

West 7th Movie Tavern

            I’ve been to a number of movie theaters, but the Movie Tavern on West 7^th has become one of my favorite theaters to go to. Movie Tavern proved to me that it’s not like any other ordinary movie theater. What sets them apart from others is they make the movie going experience unparalleled. Movie Tavern succeeds at providing pleasure beyond measure.

            When you enter the Movie Tavern on West 7^th, you have to escalate up 3 stories to actually get to the movie theater, but along the way you gradually build a momentum of excitement. As you ride the escalator, each floor has movie posters and cut offs not only of upcoming blockbusters but also cinematic classics. For instance, along side the 2^nd floor wall is a ginormous movie poster of the 1933 classic King Kong. As you keep going up the escalators, you’ll finally arrive at your destination on the 3^rd floor. As you look around the theater, you'll notice that the lobby is decorated with movie memorabilia along its walls. The pathos of memorabilia is build excitement for your movie outing. As you look at the posters of movies or memorabilia from upcoming movies and cinematic classics, you can just feel the excitement of being part of cinematic history as well. I remember last year, my friends I went to the midnight premiere of The Avengers at the West 7^th Movie Tavern, and I personally built a huge amount of excitement for the movie just from seeing the long line for the movie, the large amount of people bunched in the lobby and all the memorabilia for the upcoming summer season. On that particular night I couldn’t help but notice the vast demographics that Movie Tavern is able to attract.

             Aside from the big attention getters Movie Tavern has outside of its establishment, a luminous sign, classic movie posters, and the bold statement “Movies Never Tasted So Good”, the one thing that others overlook when comparing other theaters is that Movie Tavern is extremely clean. The lobby, the bathrooms and each of the screening rooms are held to high standards of hygiene and cleanliness. This high standard of maintenance sends the ethos that Movie Tavern has great pride for its theater and preaches the ideology that the best movie environment is a well-kept one. In Understanding Movies, Louis Giannetti writes, “Ideology is usually defined as a body of ideas reflecting the social needs and aspirations of an individual, group, class or culture…but it can also mean a set of values that are implicit in any human experience…” (403). They know it’s not only for good business, but also for the movie going experience. Whether it’s a family outing, a date or guys or girls’ night out, you’ll be able to enjoy your night without having those awkward moments of gum on your seat, thrown food on the screening room floor, or disgusting bathrooms. For Movie Tavern, a clean theater isn’t just to satisfy moviegoers, it’s also a matter of dignity.

Even if the movie you see is great, you can still have a bad movie experience if the surrounding environment is uncomfortable or not satisfying. However, Movie Tavern does everything in the moviegoers’ best interests to ensure a movie experience as great as the movie itself. Once you step inside the screening room for your movie, you’ll notice that the theater modeled the room to satisfy the comfort of moviegoers. The place where you seat yourself isn’t like the typical theater chair. Instead of the usual 90-degree angle chairs with the rug like cushions you’ll find in a majority of theaters, Movie Tavern provides plush, leather, inclined seats with a gratuitous amount of space. The logos of the chair is to give off a sense of relaxation. According to Andrea Lunsford’s Everything’s an Argument, “We admire those whose logic is, like Spock’s, impeccable…” (55). Logically, you’re if going to sit and watch a movie that lasts 2 to 3 hours, chances that you’re going to want to sit in the most comfortable chair and position possible.

To accommodate each seat, there’s an attached stand for eating lunch, dinner, dessert, or even a bucket of popcorn during your movie. Movie Tavern doesn’t have a concession stand like most movie theaters, instead they give you a menu with a variety of foods when you’re about to go to your movie. Logically, no one is going to want to leave during the middle of the trailers or their movie to get a refill or something to munch on. Movie Tavern best exemplifies customer service with the food service they provide. With literally just the push of a red button on your stand, servers will be there at your request to accommodate you with anything you want, without you having to leave your seat.

Movie Tavern provides everything that best fits the interests of the moviegoer. This loyalty is just so unparalleled that it’s unfair to compare other theaters to Movie Tavern. Movie Tavern does everything to ensure excitement, comfort and relaxation for its customers. After a one night outing to Movie Tavern, it will be of no surprise if you find yourself wanting to go again. 

Hulen Movie Tavern

I selected the Hulen Movie Tavern as the location for my movie-going experience. I will explain how this theater uses the three appeals (ethos, logos, and pathos) to attract guests.

 

The “Movie Tavern” sign on the front of the building is an appeal to ethos. According to Andrea Lunsford, the author of Everything’s an Argument, “[companies] create ethos in at least two ways-through the reputation they bring to the table and through the language, evidence, and images they use” (52). The fact that this theater is called Movie Tavern hints at the kind of experience a guest will have. The definition of a tavern is a place where liquor is sold. Therefore, Hulen Movie Tavern is appealing to a more adult crowd.  Additionally, the theater’s slogan, “Movies Never Tasted So Good,” is displayed on the front of the building. This appeals to the theater’s character, because they are claiming to have good food. What results is an expectation on the part of the guest as to what faces them, even before they step foot inside.

           

Once inside the theater, it is easy to tell that the Movie Tavern is unlike any other theater.  There is a bar where one would normally find a concession stand. While popcorn, sodas, and candies are still available, the menu has shifted to include atypical theater foods. There are a myriad of meals to choose from. Next to the bar, an employee offers a friendly greeting and assists in the purchase of movie tickets. This warm greeting from the staff appeals to pathos. Logically, the theater lists all of the movies playing, with their show times, so that it is easy to make a selection.

At the bar, it is easy to notice the dimmed lighting and warm color palette that mimics a typical bar setting.  Louis Giannetti, the author of Understanding Movies, says that warm colors suggest stimulation and advance out towards the viewer (22). Using warm colors may draw guest towards the bar to make purchases. Movie Tavern wants to create an atmosphere for adults and entice guests to meet and hang out before, or after, a movie.  The movie theater title makes sense to the guests after seeing that a bar is inside. The arrangement of the entry way allows guests to come inside and go straight to the bar without purchasing a ticket. The accessibility of the bar to non-movie goers allows the Hulen Movie Tavern to increase its appeal.  I was at the theater at 11:00am on a Sunday, so the bar was empty. However, come Friday night, I could imagine this bar being a logical place to meet someone before a movie date, or for discussing the movie afterward over some drinks.

I decided to skip the bar and tried to find my theater. Before I could access my theater, I had to present my ticket to an employee. Once again, I was greeted by their staff with a warm greeting and smile, which is a continuation of the company’s appeal to pathos.  During my interaction with the Hulen Movie Tavern staff member, she verified my ticket, directed me to the right theater, and asked me if I would like a menu. I took a menu and continued on to find a seat before the movie started.

Inside my movie’s theater, Movie Tavern logically places all of the seats facing the screen in a tiered stadium-style placement. This allows every seat in the house to have a view of the screen. Next, each seat is given a table, which appeals to logos. Movie Tavern capitalizes on the “dinner and a movie” concept, and wants its guests to purchase food and eat while they enjoy a movie. The placement of the tables allows viewers to consume full meals, made in the Movie Tavern, rather than just a bucket of popcorn.  The comfortable chairs appeal to pathos, because you are able to get relaxed and enjoy the film in an overstuffed leather chair.  Choosing leather as the material for the seats makes Hulen Movie Tavern stand out amongst its competition. This material contributes to the company’s adult image. At each chair there is a red button which allows the viewer to get service without leaving their seat. The availability of wait staff at the push of a button is an appeal to pathos. The fact that guests do not have to leave their movie just to get a refill or order more food is pleasing and convenient.

My overall experience at the Hulen Movie Tavern was enjoyable. I was drawn to the adult themed atmosphere and the movie and dinner concept. Where else can you drink a beer while watching the latest blockbuster hit? I rarely buy popcorn at the theaters, so I liked the fact that they offered a variety of other choices. I think the red service button at each seat is extremely helpful, and changes the movie-going experience into something more like a restaurant, which I like. The only problem I encountered was that the manager had a problem with photography inside the theater. That is why all of my photos are from Google searches. After the horrific incident in Aurora, I can understand his apprehension, and I will still be giving Hulen Movie Tavern three tickets.