Introduction
The purpose of this study is to examine the negative effect of uncomfortable cinema chairs on viewers. Trueman (2011) believes that most movie theatres have bad-quality seats that may aggravate problems with the spine, neck, or pelvis. Interesting films get all people’s concentrations, and they usually forget to change their positions. This leads to an extremely severe tightness in the neck that keeps the head motionless. Moreover, uncomfortable chairs in cinemas cause a viewer’s pelvis to rotate, curving his or her spine into a hunched C-shape. This position makes muscles in the back support the head, which also is unnecessary stress on joints. Trueman (2011) also notices that if there is not enough space between the two rows of seats, people have to sit cross-legged, which also has a harmful effect on their spine. The less serious issues after sitting in an uncomfortable cinema chair surrounded by darkness and loud sounds are discomfort and fatigue, but people with chronic problems may have more severe consequences (“Seating,” 2018). Therefore, bad-quality seats in movie theatres have a significant effect on people’s health.
Organization Overview
For this study, VOX Cinemas is chosen and discussed in order to observe the problem of uncomfortable chairs affecting people. This extended cinema arm is operated and owned by Majid Al Futtaim Cinemas, “the leading shopping mall, retail and leisure pioneer across the Middle East and North Africa” (Vox Cinemas Staff, 2020, para. 1). VOX Cinemas is the fastest and most successfully growing cinema business and the most customer-focused and innovative exhibitor in the MENA region (Vox Cinemas Staff, 2020). Moreover, in the Middle East, VOX Cinemas is the largest cinema network with fifty locations and five hundred and fourteen screens across the region.
Despite the fact that this cinema network is extended and rather famous, it plans to grow further. By 2023, Majid Al Futtaim Cinemas will invest a significant amount of money in developing six hundred screens across the Kingdom of Saudi Arabia (Vox Cinemas Staff, 2020). Its valuable benefit is that VOX Cinemas offers a mix of experiences, including luxury concepts and “tailoring every cinema location to the surrounding market place and customer preferences” (Vox Cinemas Staff, 2020, para. 3). In the Middle East, this cinema network was the first to offer IMAX with Sapphire and introduce IMAX with Laser (Vox Cinemas Staff, 2020). Moreover, VOX Cinemas also has 4DX – a multi-sensory movie-watching concept, as well as the only cinema for families and children – KIDS.
Problem Description
It is hard to disagree that generally, people go to cinemas in order to enjoy movies. However, watching even the best film can be spoiled by the inconvenience of chairs in the theater. Uncomfortable cinema seats have a considerable effect on people who spend a couple of hours sitting on them and hardly moving. While watching a movie, only a few persons remember to change their position or do a five-minute warm-up outside the hall (Trueman, 2011). When viewers look at the screen, their necks are in constant tension, and if uncomfortable seats do not support them, the blood flow can become slower.
Usually, inconvenient cinema seats make people sit in a way that is not comfortable for them. Though it is just for several hours, a person with problems with his or her neck, head, blood flow, or back may feel annoying pain for the rest of the day or even longer (Trueman, 2011). These are the reasons why movie theatre networks should provide their halls with seats that tilt a viewer’s pelvis in such a way that helps the spine adopt the usual S-shape.
References
Seating. (2018). Chartered Institute of Ergonomics and Human Factors. Web.
Trueman, M. (2011). Are you sitting comfortably in the theatre?The Guardian. Web.
Vox Cinemas Staff. (2020). About us. Vox Cinemas. Web.