I know. You guys are probably thinking, "Who's behind this nettle thing, and why are they picking on us?" Bear with me. Oh, and welcome to the 21st century. :-)

First, know that nettle very much wants you guys to succeed. Nettle is about pointing out issues to promising companies and engaging in a dialogue and fighting the good fight to help make such companies succeed.

The movie-theater world needs a revolution, and I'd love to see Madstone emerge as the leader of it. Question is, do you have what it takes? From what I saw this past weekend I have grave doubts.

Two days ago I wrote a story about my experience at your new San Diego theatre on August 10 and 11.. My expectations were not met. What were those expectations, and how did I come about having such high ones?

Well, for starters: in an October 2001 press release you announced the hiring of James Sheehan as the new President of Madstone Theaters LLC. In that release was this paragraph:

The first time I read that I thought "Wow! Madstone Theaters sounds really exciting!" Could it be that moviegoers finally get a theater-chain that gets it?? This sounded very promising! Lots of buzzwords in that quote got my attention. If Madstone lives up to those promises, I remember thinking, this is one sophisticated audience member who's gonna be a happy camper.

Let's look at some of those buzzwords and promises:

• forward-thinking: Somebody has the vision there at Madstone HQ, it's clear. But the vision didn't get executed in San Diego, at least not in the opening weekend. Instead, Madstone came across as "old wine, new bottle."
• sophisticated audiences hungry for a more upscale theater-going experience: You better believe it. Not everyone can, and not everyone wants to, have a "home theater". Some people enjoy the experience of Going To The Movies. Comfortable seats. Reasonable prices. Great projection. Awesome sound. Excellent meta-info (lectures, flyers, web communities, clubs). Great before-and-after upsells (books, CDs, magazines all related to the film the moviegoer came to see).
• modern style: This is easy and cheap to do. But not what sophisticated audiences care for first and foremost.
• community involvement: Welcome to nettle, baby. We got yer community involvement right here. So what you gonna do about it?
• independent and foreign film programming: Bring it on. More and more of it.
• digital projection will set Madstone apart in the marketplace: Building it doesn't mean they will come. Like "modern style", high-tech only means so much. It's the experience, stupid.
• experience events... never before available in theaters: So what are they? Name them. The whole world is watching.
• our patrons play an active role in determining this programming and making our theaters a success: If so, answer your emails!

Here are some questions nettle (and I'm sure many readers) would like you to answer. We'd love to hear it staight from the chief, Jim Sheehan.

1. What is Madstone's vision?
What is it exactly that you're "forward-thinking" about? Where do you see Madstone Theaters in a year? In five? In ten?

2. What does "Madstone" mean?
Is it someone's name? What is the significance?

3. What should moviegoers think when they think "Madstone"?
When people think "Mercedes" various things come to mind. When people think "Coca-Cola" various things come to mind. When people think "Grey Poupon" various things come to mind. When people think "Disney" various things come to mind. What is supposed to come to mind when people think "Madstone"? Cuz I tell ya, what came to mind after the San Diego opening weekend was "what a disorganized, same-as-it-ever-was disappointment."

4. How is Madstone going to differentiate itself from Landmark?
Besides acquiring Landmark and thus making the question moot, I mean.

5. What are the plans for this digital projection?
You talk the talk, do you walk the walk?

6. Have you asked customers, "what do you want more: digital projection or stadium seats"?
Remember the customers' hierarchy of needs: they gotta be able to see the damn picture before they can notice how beautiful it is. I don't know about your other theaters, but the San Diego Madstone Theater is so very 1980s: it's just the Mann Hazard Center 7 Theatres warmed over. The bar's been raised. Stadium seats first, then expensive DLP projectors. Maybe.

That's enough for now. Madstone, the ball's in your court. nettle hopes to hear back from you. And as always, we welcome comments from our readers too!