Will there be defeat in Troy?

I would sincerely like to make an appeal to the cinema exhibitors in Malta to do away with intermission during showing of movies in local cinemas particularly with our movie Troy which will be released in Malta next week.

Intermission is a habit of the past that has been abolished a long time ago in most western countries. It rudely interrupts the movie.

A film is not a sport with breaks, but is a continuation of a story that has a beginning and an end. The most important attraction to a cinema-goer is the dramatic aspect of the story that is unfolding in front of their eyes. So why stop it?

The argument from the cinema owners has always been that this boost sales in the bar. So how is it that Malta is probably one of the last remaining countries in the world that still has the annoying practice?

In the United States and Britain it has been proved that consumers do actually purchase and spend more during a movie that has no intermission than one that does. When entering the cinemas to watch a film without intermission consumers tend to "stock up" more in the beginning of the film rather than half way through the film. This is very simple mathematics, you know you are going to sit on a seat for a couple of hours, you buy a large drink and a large popcorn bag to keep you going. If, on the other hand, you go straight to your seat then buy something during the break you are obviously going to consume less as you will be spending less time in the theatre.

Also before a movie starts, people trickle in slowly into a cinema, therefore avoiding long lines that are usually apparent during intermission.

How many people get off their seat half-way during a film to go and buy their goodies? Probably not much as they cannot be bothered standing in line. However, when one is entering the cinema one has all the time in the world to simply stock up on what one wants to eat and drink during the movie.

Come on guys, the intermission days are long gone, ask all the hundreds of foreigners who come to your cinemas every year to watch a film. Why don't you make a survey during one of your "breaks" and see the response?

Why don't you test the market with our movie Troy? It's a great story of epic proportions that was not scripted so that you can rudely interrupt it. It was not directed to have it cut right in the middle of an important element in the story just to make your patrons have a walk to the bar and give you more money.

I would like to thank all the personal and local authorities that where involved in the making of the film. Troy has a running time of two hours and 42 minutes and is a spectacle from start to finish. To all cinema lovers that will go and watch the film, I am sorry for the intermission that is going to dampen your experience of the movie and leave you out in the cold for 20 minutes (or until the line at the bar has died down).

However, if you agree with me on this point then you should make it a point to show your dissatisfaction with the cinema you frequent.

Finally, one last appeal to the cinema owners, the producers of the film do not wish that you interrupt the movie, the distributor (KRS) also does not wish that you stop the movie.

I am sure I speak for the majority of cinema-goers on the island who also do not wish that you interrupt the film.

However, there is no law to stop you from doing this. The decision rests with you.

Enjoy the movie.