Another threat to the cinema experience - just say no to QkR

Stephen Withers
Tuesday, 24 January 2012 15:33

Opinion and Analysis

That's just great! A credit card company, a cinema chain, and one of the big four banks have just legitimised the use of smartphones in cinemas.

What are the three most irritating things about going to the movies? Number one is another patron repeatedly kicking the back of your seat. Fellow cinema goers who keep talking take second spot.

And third is the glow from the smartphones in the hands of those who are so addicted to the digital teat that they can't find the common courtesy to switch their phones off before they enter the cinema. (Anyone who lets their phone ring - or worse, answers it! - deserves to be thrown out immediately.

So I was horrified to learn that Hoyts, in conjunction with MasterCard and the Commonwealth Bank is trialling a system that allows movie goers to order food and drinks via their iPhones or Android smartphones.

To make matters worse, the trial is limited to selected (premium) La Premiere cinemas. Terrific! You can pay extra for the privilege of being even more annoyed by thoughtless fellow patrons.

The trial uses MasterCard's QkR smart ordering service.

Cinemas are supposed to be about the movies - see page 2.