When we go to the cinema, what we really want is to spend a couple of hours being whisked away into a different world. Isn’t that right?
We want to leave reality behind for a time and experience something other, which is why I love The Electric Cinema in Birmingham so very much.
Rounding the corner near New Street Station, an elegant facade catches your eye; The Electric’s beautiful art deco face smiles at you and beckons you gently through its portal.
With a spring in your step, and nursing anticipation for the film you’re about to dive into, you step into the lobby – and stop. Because it’s like stepping back in time and pushing through a bubble into a different world. Tonight, there’s a film noir showing, an old Raymond Chandler, and the movie-goers are all dressed up: beaded cocktail dresses and feathers in headbands mix with elegantly slim ties and spats on the gents.
The lighting is low, the murmur of conversation broken occasionally by a sparkling peal of laughter – and you gaze, wide-eyed, at the posters on the wall. Posters advertising classics and the latest films, but which somehow speak of a lost golden era of movies.
You turn to the ticket booth and the girl behind the glass gives you a big smile.
“Can I take your name, please?”
“Hello – it’s… We’re here to see Pan’s Labyrinth.”
She prints a string of old-fashioned tickets from the slot in the counter.
“Of course. Welcome! You can get drinks just over there, and as you’re on the sofas, if you take this menu you can text us when you run out. We’ll bring you more.”
You thank her, and wander over to the bar. A glass of wine? A cup of tea? Perhaps even an absinthe – poured the proper way, from a fountain, over sugar cubes? Not tonight. A glass of wine and a bowl of olives, and a longing look at the slices of cake on offer…
But then you see the poster on the wall advertising cocktails themed to one of the films showing that evening. So of course you must sample one.
And in you go to the theatre. You find your sofa – comfortable leather, with tables for your drinks – and settle back, ready to wink out of this existence for couple of hours and disappear into someone else’s story…
At The Electric Cinema, you’re not just going to watch a film. You’re going for a treat. An experience you can’t get anywhere else. Something special.
Are you creating that kind of experience for your clients?
If you’re not, you’re missing a trick. Not just the chance to charge more and attract more of the best types of clients, but the chance to have an enormous amount of fun doing it.
If you’re stuck for ideas, this is my forté. Borrow My Brain for 30 minutes on Skype and I’ll help you build a true experience for your clients – even if you’re on a tight budget.
Vicky Fraser is a copywriter, author, and entrepreneur. She really did run away with the circus… but when she’s not swinging from a trapeze, she’s showing other copywriters and small business owners how to work with better clients, make more money, and stop missing bathtimes, first words, and dinners with angry partners. In fact, she wrote the book on it. Get your copy here.
PS As part of the cartooning course I’m doing, one of our assignments is daily diary doodles. So I’ve decided to illustrate each of my daily emails with a cartoon from my own brain. The one above was inspired by our trip to The Electric Cinema on Friday evening.