Sam White

People go to the cinema because it's their treat night.

And so in removing all of the frills, you actually take away the joy of the experience.

So I think for me, that was probably the key factor.

If I had to pick a second and third, antagonizing the incumbents is never a good idea.

And I love that he's got the fight in him to have a crack at it, but it was probably the kaplunk block that you didn't want to pull out.

I mean, look, there's two things.

One is actually the positive.

I think he is an incredible entrepreneur and entrepreneurs need to run lots of experiments.

The key thing, and he said this, is knowing how much money you're prepared to burn on the experiment and understanding at the start what success will look like.

And I think, you know, he took that lesson, he turned it into something that actually did make him money.

I think the second thing for me is around thorough market research if you really do want something to work and the unit economics had to be incredibly strong for you to have a really high level of confidence that you could sell the tickets at those lower prices and still fill the cinema because people will only watch that blockbuster once and

And so if they choose to watch it in your cinema and they're paying a third of the price, you can totally understand why the distributors don't want you to watch it in that cinema.

They want you to watch it in the one down the road that they're making more money from.

So that would be my two key takeaways.

Yeah, people go on dates, don't they?

So, I mean, the cinema is a classic date night.

And if you're date night, it's like the equivalent of saying, let's go out for dinner and I'm going to take you to Mickey D's.

It's a challenging thing to still make into a romantic endeavour.

Usual rollercoaster that is the life of an entrepreneur.

Ah, Wilco's.