Forming An Opportunity Belief

My Beginning Point:
During the COVID-19 quarantine, many businesses have closed or shut down due to the need of social distancing. Although there are bigger businesses who are able to stay afloat during these times, many local businesses are having to shut down. In particular, movie theaters such as AMC and Regency plan to reopen once the State guidelines allow. On the other hand, the locally owned theaters in Jacksonville, Florida, known as the San Marco Theater and Sun-Ray Cinema has shut down indefinitely.

My Belief:
I believe that we should support our local businesses and bring back Drive-In theaters. I believe the local businesses, such as the owners of San Marco Theater and Sun-Ray Cinema, have an opportunity to dominate in a market that hasn't been around for a few decades. During the 1950s and 1960s, Drive-In theaters were popular, but it slowly died down due to the cost of land. Although they are making a comeback in some cities such as Saint Augustine, there is still room for growth and competition since they are selling out. These local movie theaters that shut down during this pandemic can turn this into a profit while providing entertainment to the people within their community.

Prototypical Customer:
Families / People with children
Couples
Teenagers

1.) Families - (Married couple, 2 young kids)
What are some things you dislike about traditional movie theaters?
How high prices are for tickets, snacks and drinks. With a large family, we are spending a lot of money on this since we are not allowed to bring outside snacks in.

How often did you go to the movies before the COVID-19?
We tried to go to the movies 2-3 times a month as a way to have family time.

Do you believe that movie theaters are able to keep up with sanitation regulations upon the reopening?
It will be hard, and also a risk. I'm not sure if every employee will be as cautious and they could miss wiping down seats or handrails.

Do you feel like Drive-In theaters are a more effective way to practice social distancing?
A Drive-In theater will give us the option to bring our own snacks to save money as well as keep my family all together and not exposed to anyone else, so yes.

2.) Couples - (Dating couple, in their mid twenties)
What are some things you dislike about traditional movie theaters?
How loud other people are in the theaters, including screaming children.

How often did you go to the movies before the COVID-19?
We did date nights about once a month.

Do you believe that movie theaters are able to keep up with sanitation regulations upon the reopening?
I don't think they'll be able to. Many of the workers there are teenagers and I believe they are careless towards this pandemic. Also it seems pretty hard to make sure to get every single spot sanitized given how big a theater is and how many people it can hold.

Do you feel like Drive-In theaters are a more effective way to practice social distancing?
I do think it is. You also have the comfort of not having the movie disrupted by other people.

3.) Teenagers - (High School student, 17 years old)
What are some things you dislike about traditional movie theaters?
I don't like how you have to reserve which seat you are in now, like how they do the recliners, because sometimes you get stuck next to someone who takes their shoes off and props their feet up.

How often did you go to the movies before the COVID-19?
I would go to the movies almost every weekend with my friends.

Do you believe that movie theaters are able to keep up with sanitation regulations upon the reopening?
With how things have already been reopening in Jacksonville, it doesn't seem like every place is taking that too seriously. A lot of people do not think we should have opened.

Do you feel like Drive-In theaters are a more effective way to practice social distancing?
I think this is an effective way, especially if people are staying in their cars for the most part. But you have to take into consideration people going to the bathroom and concession stands as well if those are available.

Reflection:
I learned that people, in all 3 different life stages, are interested in Drive-In theaters after the COVID-19 pandemic. It offers entertainment while everyone is still able to social distance.

Summary:
I believe the opportunity is still there, but the only issue that concerns me is the same issue that ended this in the 1950s-1960s - being the cost of the land. If they are able to fund this, while also continuing to make a profit, I think it'll be a great opportunity. Especially because this provides an alternative to always watching Netflix and OnDemand. People have been struggling and going stir-crazy during this quarantine, and this gives us an option to be able to get out of the house for a few hours. I believe entrepreneurs should be able to adapt to their customer feedback in order to provide the best service possible. They should at least take suggestions into consideration and have an open mind about how people feel about the service they are receiving.