A theater chain playground concept by Cinepolis has some on social media scratching their heads about idea.
Cinepolis plans to open what its calling "Cinepolis Junior" theaters in Southern California this month, equipped with a 55-foot long and 25-foot high play structure for children inside the movie theater, along with other child favored items, Entertainment Weekly noted.
The chain said it hopes the concept will allow parents to watch their favorite movie on the big screen while their children can play at the same time.
The theater will included a fenced-in play area for small children while the larger in-theater area will include "Wobble Hoppers" that are like stationary Pogo sticks; a "Stand n' Spin" which is a scaled-down merry-go-round; and rounded, hanging "'Fun Forest Bags" filled with foam, Cinepolis said in a statement.
"The opportunity to introduce Cinépolis Junior and what it represents – a new way to help loved ones come together and enjoy the arts – to the U.S. market is an honor," Adrian Mijares Elizondo, of Cinepolis USA, said in a statement.
"As the entertainment industry continues to evolve, we are pleased to be a pioneer and continue our innovation in the exhibitor space with our newest theater concept. To help new guests fall in love with movies is our goal, and to do it in a way that caters to every need is our mission," he continued.
Cinepolis said in its statement that the children's theater concept was already available in México, Costa Rica, Guatemala, and Spain, and has received positive responses.
Some on social media, though, wonder how the concept could succeed in the United States.
The playground concept comes as some chains, like the Alamo Drafthouse Cinema, AMC Theatres, and Regal Entertainment have moved to give their multiplexes more luxury amenities to attract more viewers, the Los Angeles Times reported.
"Some may argue that it's disrespectful to the movie, but in this scenario it may be the best way for the kids to experience the film," box-office analyst Paul Dergarabedian of ComScore, told the Times. "You might actually get more parents to come and bring their kids. Even in the greatest movies, kids get restless and bored."
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