PABCAS, the blog of Paul Martin Campbell

I hit up Transformers in Dundrum yesterday and noticed a few subtle, but outstanding features of the way the operation was designed – challenging the conventions of standard cinema practice.

• 1. You can buy tickets at any counter* The convention we’ve come to expect in cinemas the world over is the factory line process – queue for the ticket booth, tickets to ticket clerk, queue for food, enter the cinema.

There is a ticket booth at Dundrum, but a small sign says that you can pick up cinema tickets at any register. I found it hard to believe, but we bought our snacks and tickets from the same booth. Smart thinking – one less queue, one less hassle.

• 2. Fixed Seating* I’ve come to expect fold up seats no matter what cinema I’m in, even if they’re really comfortable. It’s just engrained. In Dundrum, the seats are all fixed, with glow in the dark seat numbers on the arm rests. There’s something very satisfying about a cinema seat that stays put when you stand up to let someone by, or need to go pee during the movie.

• 3. Basement Location* The cinemas in Dundrum are all below ground – there’s no cellphone reception at all. I don’t know if it’s a universally good feature, but mobile phones in cinemas piss me right off. Not in Dundrum.

It felt really good to give custom to a place where obvious thought had gone in to small, but important details. Needless to say, the picture quality and sound were great.