Andrei Jikh showcases his wizardry using Monarchs playing cards by theory11.We are living in a time where it costs $50 to see Brad Pitt fight zombies and all you come away with is little more than a poster and small bag of popcorn. So it’s no surprise that getting people to show up at theaters on opening weekend has become increasingly hard, given the fact that there’s nothing special about going to the movies anymore.
Now that the opportunity to watch a new flick is just an App away, anyone releasing films in today’s fast-paced world must rely on more than star power, IMAX and CGI tricks, to get audiences’ attention.
Knowing Russian cardist Andrei Jikh at theory11 is among the most sought after performers in a profession that continually finds ways to mesmerize audiences, I asked him what does it take to convince a magician like him (who can cut a banana in half with one single toss of a poker card) to see a film in theaters?
Jikh, who directed the special features and iTunes Extras for the mystery thriller “NOW YOU SEE ME” (starring Morgan Freeman, Woody Harrelson and Mark Ruffalo), is also part of the design team for the Monarchs playing cards seen in this film. For starters, he expresses how virtual reality is a promising endeavor for showcasing films. Going beyond IMAX and 3D, this particular upgrade to the typical theater setting can give every movie goer a front row seat to the action.
Andrei Jikh: I think the Oculus Rift has potential with its immersive capability. Imagine seeing a movie (or wildlife documentary) with a 180 degree field of view (curved screen). You can pick to look anywhere you'd like at any moment. Everyone would experience movies in a truly unique way. As far as 3D goes, perhaps glassless 3D would get people more into theaters (Nintendo 3DS screens use this technology).
As Jikh points out, the gaming industry provides inspiration for utilizing new technology to fill empty seats. Motion-activated solutions are also among the tricks he has up his sleeve for enhancing the theatrical experience.
Andrei Jikh: Another idea might be to incorporate gyroscopic technology into the seats so certain action scenes would trigger each seat to tremble/vibrate or slightly rotate accordingly.
I don't think that's ever been done outside of the cheesy 4D rides *laughs* (which may be a possibility as well if incorporated into certain film genres like perhaps horror films - like a gust of wind on a scary jumpy scene would definitely give me a heart attack *laughs*).
This card flourisher who comes from a family of gymnasts believes we’ll see these ideas in the distant future. For now, he considers that even the subtlest changes can make a difference in how movie goers receive what’s happening in a scene.
Andrei Jikh: As far as improving the movie going experience today, I think simply having surround sound seats in the headrests like Cirque Du Soleil's shows have would tremendously help. [These are] just some outside-the-box thoughts.
Creating the ultimate movie theater experience is important as the film industry tries to maintain the appeal of new releases. Thanks to Andrei Jikh, ways to create that magical viewing experience are being noticed. It’s up to film producers, exhibitors and distributors to utilize these opportunities.
Regal Cinemas' L.A. LIVE Stadium opens the first 4DX theater in the U.S.We have to come better than some free snacks and promotional swag if we want people to fork over their hard-earned money or tanks of gas in exchange for two hours of entertainment. Establishments such as Rooftop Films, Secret Cinema and Couch Fest Films get it. British company Hot Tub Cinema also understands that innovative measures put butts in seats, or in their case, in water.
The time to revolutionize the way people watch movies in the dark is now because that’s what it takes to keep ‘em lining up at the theater.
Andrei Jikh is one of the world’s most raved about artists at theory11, a team of magicians who create new magic tricks, playing cards and instructional DVDs. GENESIS, a video containing over three hours of instruction on cardistry for beginners, is among Jikh’s work. Now available to order at theory11.
What is YOUR definition of a magical movie experience?
How skilled are YOU at shuffling playing cards?
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Sunday, January 18, 2015 at 11:57PM 
It’s been seven months since my Red Cross fundraiser launched with the first stop on my Dinner-and-a-Movie tour. As the dust settles on this campaign, I am blogging today to thank the small businesses, military families and citizens from the southern and northeastern regions of the country who helped make it possible.
