Cinema Context

Photo credits to  therobomeister

Photo credits to therobomeister

Approximately one month ago, me and my good friend had gone to the cinema to watch Lucy. I remember it clearly because we were waiting for a long holiday before we could go watch it together. Sadly, there were no long holidays around but we managed to watch it during our country’s Independence Day. Since Lucy‘s showtime was at night, me and my friend made sure we dressed appropriately for the cold surrounding. Meanwhile at the ticket-purchasing counter, we both had opted for the center seats, towards the left aisle. For me, it is always important that the seats are not too near to the screen as I would not feel comfortable watching the movie at one-go. In fact with the cinema half full and the front seats only available, I would usually discard the idea of going for a movie as it would only spoil my appetite for a proper cinema experience.

Anyhow while waiting for the movie to begin, we actually spent our time conversing about the huge screen content front of us. Within a period of 10 to 15 mins, the display reminded us to silent our phones in the premises. As a matter of fact, most upcoming movie trailers and advertisements were played during that time. Although these slots are usually provided to assist other moviegoers who were running late, I usually despised the idea of waiting and not being able to skip the entire slot, directly to the movie.

In addition to that, many researches also compliment how movie marketers frequently utilise these slots in order to capture the audience’s attention towards their upcoming movies. According to Munoz, movie marketers are more guaranteed to reach moviegoers inside a darkened cinema than on television or newspaper. And as a result, moviegoers are likely to return to view the actual film that had interested them through the trailers. On the other hand, these time slots were even made to comprise Malaysia’s national anthem during the whole month of August. Evidently, my friend and I were very suprised as to the sudden change before screening and how the national anthem was played in a cinema hall. Nonetheless, we and other moviegoers, stood in dismay, to pay our respects to the anthem. I even realised how certain of them remained sitting idly though the advertisement did govern, to stand, in three different languages. Under those circumstances, I also observed how each individual reacted differently towards the change in a public context. Cinema usually regarded as an informal venue has indirectly became formal due to the screening of the national anthem for that particular month.


Munoz, L. 2005, Trailers: How a small time slot adds up to big industry headache, The Seattle Times, viewed on 6/10/2014,

Cheema, S. 2014, Photo of cinema-goers not standing for Negara-ku goes viral, The Rakyat Post, viewed on 6/10/2014,


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