A Moment with theory11 – ‘Now You See Me’ Cardist Andrei Jikh on Creating the Best Movie Theater Experience

Andrei Jikh showcases his wizardry using Monarchs playing cards by theory11.We are living in a time where it costs $50 to see Brad Pitt fight zombies and all you come away with is little more than a poster and small bag of popcorn. So it’s no surprise that getting people to show up at theaters on opening weekend has become increasingly hard, given the fact that there’s nothing special about going to the movies anymore.

Now that the opportunity to watch a new flick is just an App away, anyone releasing films in today’s fast-paced world must rely on more than star power, IMAX and CGI tricks, to get audiences’ attention.

Knowing Russian cardist Andrei Jikh at theory11 is among the most sought after performers in a profession that continually finds ways to mesmerize audiences, I asked him what does it take to convince a magician like him (who can cut a banana in half with one single toss of a poker card) to see a film in theaters?

Jikh, who directed the special features and iTunes Extras for the mystery thriller “NOW YOU SEE ME” (starring Morgan Freeman, Woody Harrelson and Mark Ruffalo), is also part of the design team for the Monarchs playing cards seen in this film. For starters, he expresses how virtual reality is a promising endeavor for showcasing films. Going beyond IMAX and 3D, this particular upgrade to the typical theater setting can give every movie goer a front row seat to the action.

Andrei Jikh: I think the Oculus Rift has potential with its immersive capability. Imagine seeing a movie (or wildlife documentary) with a 180 degree field of view (curved screen). You can pick to look anywhere you'd like at any moment. Everyone would experience movies in a truly unique way. As far as 3D goes, perhaps glassless 3D would get people more into theaters (Nintendo 3DS screens use this technology).

As Jikh points out, the gaming industry provides inspiration for utilizing new technology to fill empty seats. Motion-activated solutions are also among the tricks he has up his sleeve for enhancing the theatrical experience.

Andrei Jikh: Another idea might be to incorporate gyroscopic technology into the seats so certain action scenes would trigger each seat to tremble/vibrate or slightly rotate accordingly.

I don't think that's ever been done outside of the cheesy 4D rides *laughs* (which may be a possibility as well if incorporated into certain film genres like perhaps horror films - like a gust of wind on a scary jumpy scene would definitely give me a heart attack *laughs*).

This card flourisher who comes from a family of gymnasts believes we’ll see these ideas in the distant future. For now, he considers that even the subtlest changes can make a difference in how movie goers receive what’s happening in a scene.

Andrei Jikh: As far as improving the movie going experience today, I think simply having surround sound seats in the headrests like Cirque Du Soleil's shows have would tremendously help. [These are] just some outside-the-box thoughts.

Creating the ultimate movie theater experience is important as the film industry tries to maintain the appeal of new releases. Thanks to Andrei Jikh, ways to create that magical viewing experience are being noticed. It’s up to film producers, exhibitors and distributors to utilize these opportunities.

Regal Cinemas' L.A. LIVE Stadium opens the first 4DX theater in the U.S.We have to come better than some free snacks and promotional swag if we want people to fork over their hard-earned money or tanks of gas in exchange for two hours of entertainment. Establishments such as Rooftop Films, Secret Cinema and Couch Fest Films get it. British company Hot Tub Cinema also understands that innovative measures put butts in seats, or in their case, in water.

The time to revolutionize the way people watch movies in the dark is now because that’s what it takes to keep ‘em lining up at the theater.

Andrei Jikh is one of the world’s most raved about artists at theory11, a team of magicians who create new magic tricks, playing cards and instructional DVDs. GENESIS, a video containing over three hours of instruction on cardistry for beginners, is among Jikh’s work. Now available to order at theory11.

What is YOUR definition of a magical movie experience?

How skilled are YOU at shuffling playing cards?

Comments

[C. Lee McKenzie]

I'm much more likely to see a film that has a great story than I am to see one with "special effects." I remember Deliverance. I started to take off my coat when it started and at the end, I still had one arm in a sleeve. I was so involved in that story that I didn't even eat my popcorn.

[Nicole]

C. Lee McKenzie,
What you described is the type of movie going experience that comes from watching a film that is done so well it's polarizing in a great way! :)

Any film that causes you to forget to take off your coat and eat your popcorn is worth the ticket price indeed. Unfortunately the decline of box office receipts seem to indicate that a lot of movies hitting theaters aren't delivering that "wow" factor to audiences and even with the few that do manage to deliver or exceed anticipation of viewers, it just isn't enough to sustain the theatrical release these days when tickets costs $14 and more for a standard movie ticket...not counting additional costs for IMAX, 3D, Popcorn and Soda options.

For the sake of the Entertainment industry's staying power or relevance in today's marketplace, movie producers and theaters are going to have to step the game up and make going to the movies worth people's wallets and time or else there is a huge risk of losing more revenue and consumer interest in one of film's longest running forms of exhibition. It is my hope that people working in the industry and even newcomers can find a way to replicate that great feeling you had when you saw Deliverance, by keeping women, men and kids' interested in going out to see films in theaters. Andrei Jikh's examples of how the theatrical experience can be improved is a great starting point for the possibilities of what would make the movies a grand experience for more people.