Silverbird Cinemas
Silverbird Entertainment Center
Plot 1161 Memorial Drive
Central Area, Abuja, Nigeria.
Letter to Silverbird Cinemas Management
Dear Silverbird Cinemas Management,
This is a strongly worded letter to address a significantly
troubling issue about the service you provide as a movie theater. I should
inform you that this letter is being made available to the public through the
internet; primarily for the purpose of empowering other consumers.
The inconsistent audio quality of the movies you show are not only
an insult to your customers, but should also in my opinion bear ramifications
that go as far as indignation from movie makers and studios whose films you
show.
On Thursday, July 25th, 2013, about three quarters of
the way through the showing of Star Trek: Into the Darkness in auditorium
number 10 at the Silverbird Cinemas, Abuja, the audio quality suddenly became poor. It became very difficult to
hear the dialogue in the movie, while the film score (which by the way is a
significant part of the theatrical experience in a movie like Star Trek) also
sounded odd and disoriented. At the time, I remember thanking God that it
happened during JJ Abrams' average execution of what should have been a movie at
least as great as its first part, and not during a movie like Man of Steel, in
which case I would have been beyond upset to discover that I was being denied
Hans Zimmer’s amazing music. That being said, despite the fact that I wasn’t
upset because Star Trek failed to impress me in and of itself, Michael
Giacchino did a good enough job with the movie’s score that I still felt like I
lost out by getting poor audio quality while watching the movie. I thought it
may have been a slight issue with the speakers on that particular day and
simply let it slide.
The reason I have included my analysis of the movie's quality as
well as that of the film score is that I want you to understand the gravity of
ruining a moviegoer like mine’s experience. In case your employees have told
you of “that one guy who stays behind after the main part of the movie is done”
so that he can watch the credits and listen to the soundtrack after the movie,
I am that guy. I wait until the very end of every movie to find out where the movie
was shot, who the moviemakers decided to give “special thanks” to, which music
was used for the soundtrack (or alternatively who wrote the film score for the
original music used), and even which smaller production companies were involved
in the film-making. Watching a movie in a theater for me is an experience not
an activity. I do not pay the premium for the overpriced 900% marked up popcorn
because I am hungry, but rather because popcorn is indeed part of my movie
watching experience. And so, when on Friday, July 26th, 2013, I
walked into auditorium 4 to watch the 6pm showing of The Wolverine at
Silverbird Cinemas in Abuja, I was beyond disappointed, but rather felt like I
was being directly insulted to find out that the audio quality was so bad that
I literally could not hear the dialogue in the movie. Let me reiterate: I COULD NOT HEAR ANY WORDS BEING SAID BY
CHARACTERS OR ANY CLEAR PART OF THE DIALOGUE IN THE WHOLE MOVIE BECAUSE THE AUDIO
QUALITY IN YOUR THETAER WAS THAT BAD. Now, many other people in the theater
literally got up and walked out of the movie before the first act of the film
was over. Initially, I wanted to walk out too but stayed because I
thought, surely, someone who works for the theater will walk in and stop the
movie, apologize to us all, and say we should come and get our money refunded.
It did not happen. It is clear to me that Silverbird Cinemas has decided that due to the monopoly it enjoys, there is no need to
ensure that it provides quality movies on a consistent basis. I mean, bad
customer service is one thing, but what you did by allowing, no FORCING (since
we had paid and committed) us to watch a movie in a theater where the sound was
so poor that we couldn’t hear the dialogue goes beyond poor customer service
and rises to the level of disrespectful
customer service. If my disdain for poor customer service causes me to
write strongly worded letters to businesses, then you would have to understand
why this outright show of disrespect by you is…..I’m lost for words. I hardly ever
am.
At any rate, I am a practical person. I realize that an apology
from you would not change the fact that I have wasted money, time, and energy
as a result of your disrespect for customers. Do I think that this review will
suddenly cause people to stop patronizing your establishment? No I do not. What
this review will do however is let you realize that although I have only had
about 3,000 total views on this blog as of the date of this review, there is
one empowered consumer out there…me…who is calling you out on your crap and
letting you know that it is not in any way form or shape alright to let a movie
in your theater run without the audio quality being anywhere from good to
great. The best I can hope for is that whichever movie theater begins to
compete with you in the near future, and I suspect it will happen soon, can
stumble on this review and add to its own theater’s tag-line quality movies in quality theaters. In
fact, better yet, despite not knowing the details of international tort law
myself, a man can dream that perhaps one of the movie studios whose movies you
show will stumble on this review online and recheck that part of your contract
that states that you will not misrepresent the movies they make and in so doing
take it upon themselves to either sue you or find a way to audit some of your
movie screenings, thus adding to your business costs. And, if all I do end up
getting by writing this letter is one online reader who nods their head in
agreement, then I have achieved what I wanted because one extra human being out
there has been able to note the type of disrespect you are willing to show
consumers in the name of monopoly. As the story of Wal-Mart has shown us; there
is nothing wrong with a big player or monopoly in an industry…as long as the business
doesn’t use its position in the market to take advantage of consumers or
employees. You are taking advantage of consumers. Shame on you.
Please feel free to contact AkanmuAbuja@gmail.com if you represent Silverbird
Theaters and would like to respond.
Warm Regards,
Akanmu