BFI cinema website enters its less frustrating remake
The BFI cinema website will get a redesign after years of user frustration. The BFI delivered that review with the candour normally saved until a film’s director leaves.
For six months, researchers studied how customers browse programmes and choose screenings. They also watched people book tickets. The new journey should take less time than the experimental cinema they want to see.
Meanwhile, prototypes display dates and listings more clearly. This could finally fix the old three-act structure. First, find the film. Next, find the date. Finally, learn that your basket expired during act two.
“Customers should find ambiguity on screen, not at checkout,” said Marjorie Aspect-Ratio, Curator of Clickable Rectangles. “Only the feature presentation needs an unreliable narrator.”
At the Institute of Digital Foyers, designers removed unnecessary steps. Moreover, they resisted calling the buy button “continue your cinematic journey”.
The work supports a wider strategy leading to the BFI’s centenary in 2033. Therefore, the service has eight years to perfect a radical feature. A person may select two seats and actually receive two seats.
However, cinema lovers retain firm standards. They will debate a three-hour Hungarian drama in the rain. They will not create another password containing a symbol of emotional collapse.
Read the real story: the BFI update on its cinema website redesign.
