Was sent this by a number of FOPs (Friends of Pow!), most notably the prolific Adam Lawrence--the story of Austin, Texas's wildly Surprising Alamo Draft House, a movie theater that's as entertaining as (if not more than) the films they screen. I quote directly from the source, Jackie Huba and Ben McConnell's Church of the Customer blog, one of the best in the business:
Many movie theaters say they're in the exhibition business, which is one reason why many movie theaters are not entertaining. But the Alamo Draft House movie theater in Austin, Texas continues to inspire with its innovations of fun, which it calls signature events (including Surprise Central's fave, "Air Sex"). Two examples within one week:
1. Renegade Karaoke.
The Alamo rented a bus to drive around Austin filled with customers who, with the assistance of a mobile sound system, sang karaoke amidst surprised onlookers at Starbucks, a police station, a fitness class, and a busy intersection. The theater brought along a video camera to record the fun and compile a 4-minute highlight reel which will, naturally, be shown as entertainment before movie showings.
2. A secret world premiere of the new Star Trek film.
It was billed as a big-screen showing of the 1982 Star Trek classic, "The Wrath of Khan," with an opportunity to see 10 minutes of the new "Star Trek" film. But 10 minutes into the showing of Khan, that film mysteriously "broke." Out walks Leonard "Mr. Spock" Nimoy. He suggests the theater show the entirety of the new Star Trek film. It was all a ruse to host an unexpected world premiere among hard-core fanatics of the franchise. How fun is that?
Compare this to the usual uninspired insipidness offered by your local multiplex...and tell me where YOU would rather see your next film. When's the next flight to Austin?