A decade ago the cinema business here in Qatar was very small. The biggest cinema, Al-Khaleej cinema, had two theaters only! However, if we look at cinemas in Qatar today we can see that one cinema can have more than 13 theaters.
It is easy to see today how the principles of McDonaldization are dominating cinemas in Qatar today. Cinemas are trying to become efficient more than anytime before. If we take the cinema at the Villagio Mall, you can see they have more than four ordinary counters along with a specialized counter for the balconies and the IMAX Theater.
At these counters the booking takes place through a computerized system where a screen shows you the available seats in the theater, and you get to pick which seat you want. in addition, if you want to go watch a movie, you can go to the online cinema guide and check for the screening times. Furthermore, there is a clear division of labor. One worker sells you the ticked outside, and when you go inside another person cuts your ticket right at the gate that leads you to all the theaters, and at last you’ll find a different person checking you ticket when you enter the theater to show you where you are supposed to sit.
Moreover, they have many sorts of food and beverages offered for sale before entering the theater. These include popcorn, soft drinks, shakes, chocolates, cupcakes, cookies, hot corn, nachos with cheese and jalapeño. It is very important to mention the globalization of eating food at the theater. This globalized norm applies mostly to popcorn andcoke.
We can also see the quantification and calculation in the different options they offer to their customers, ones that weren’t available before. Some movies are offered in an ordinary theater,3D, or in the IMAX Theater, where the last costs the most and the first costs the least, corresponding to the quality. Moreover, there are three theaters with balconies that offer bigger seats for a higher price.
Regarding predictability, the customer expects to see the same movie if he or she went to any theater, if its not the IMAX. Moreover, you always expect the food to taste the same, and when you go for a movie in the IMAX Theater or book a seat in the balcony you expect a better overall experience.
Moving to control, despite all the deviance that goes around, people are not allowed to bring food from outside, which keeps them limited with the food offered at the cinema that is much more expensive compared to the prices outside. But as I said, many people sneak their food in their purses. Moreover, if you buy a ticket you cannot return it or change it for another ticket.
