Two of the biggest theater chains in the country, Regal and AMC, do this thing in which they only charge a $5 admission to see a new movie that has never been shown to the public before.
The catch is, you have no idea what the movie will be.
There are no posters or images used in the advertising, no big stars revealed to draw you in and excite you, not even a plot, or a hint as to what genre the film is, or even what it's about.....
You have no idea what it will be, until it starts.
These fun screenings happen on select Mondays. It's really a wonderful concept and, for regular movie-goers, I'm sure it's very often a treat.
The thing is, I'm very lucky and honored to be a professional film critic, so I get to see the majority of film releases for free, and before they are in general release, so that I may review them on my podcast, this website, and the radio in a timely fashion. It's a privilege that I don't take lightly, and I truly appreciate it on a daily basis.
Now, because of this particular perk of my job, these promotions often don't really turn out well for me, but they are awesome for movie lovers who want to see movies early.
AMC calls it: "Screen Unseen," and Regal calls it: "Monday Mystery Movie," and they are usually VERY well attended.
Now, I have attended five of them. I paid my 5 bucks, gone to the theater with no idea what the film will be, and sat in the theater with great anticipation as to what we will be shown.
Honestly, the coolest part of these nights IS that very anticipation, as the crowd (many of whom have already made their predictions and/or wishes as to what they are about to witness) waits to see what the movie is.
As I said, I have gone to five of these screenings (three at the Regal City North 14 in Chicago, and two at the AMC River East 21 in the Streeterville neighborhood of the city) and I've only stayed for two movies (one of which I had already seen).
I had already seen four of the five movies, which means that the true, desired experience (waiting with anticipation and being surprised by the movie) only really happened once for me, and that movie was the dumbass flick in which Zac Efron brought a bunch of Pabst Blue Ribbon to 'Nam...so, yeah.
The other one I stayed for was that enjoyable, but goofy movie in which Sam Rockwell and Saoirse Ronan wear period clothes and solve a not very mysterious mystery...which I had already seen.
Now, even though my track record for these gimmicky showings hasn't been good, I thought I'd give it another shot this evening to see if it would be fun (also, my AC is out, and the River East is always FREEZING, so I'd at least be comfortable for a little while).
Well, it wasn't fun.
The place was packed. The audience was excited, and throwing around titles of what it might be: "Maybe it's 'Twisters!" said one guy. "I'm hoping for the new 'Alien' movie!" said another. "'Deadpool & Wolverine'!"
The lights go down, we see some trailers (maybe it's one of these movies?!?!?), Nicole Kidman babbles on like a lunatic, and then all the lights go down, and.....
Colman Domingo pops up on screen greeting the audience...and that was my cue to leave.
Once again, it was a movie I have already seen (the very, VERY overrated "Sing Sing"), and one that wasn't worth sitting through a second time, not even for five bucks, and once again the $5 Mystery Movie was a bust...for me.
But not for the audience in that theater, which is the point, and the reason these awesome events happen.
I'm just hoping some day it will completely blindside me, and a movie pops up on the screen that I have been waiting with bated breath to see, and I have a blast.
But, please...not Zac Efron delivering beer to Saigon.
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