Oct 30 2012, 4:42pm
I've mostly gotten the whole "need to talk to the owners of the land in front of the theater' which is the shopping center where the theater sits. After all, the theater only controls the space inside, while the shopping center controls the space outside, where the line would be.
First question for you, is this the type of theater that typically has long lines for big films throughout the year? Not events, just a lot of people showing up early for the first screenings of films like Avengers, Harry Potter, Hunger Games, Twilight, etc? If so, then people will be lining up for The Hobbit with or without an event.
Now, if they are not a theater that typically has much lining up, then they just don't understand the concept because they've not seen it before.
Once you have determined that, it will help you figure out what to do. If they get lines for other big films, point out the logic that a line will happen, with or without their permission for an event. All you are doing is adding value to the experience. If they don't get lines at other big films, then change your tack to maybe doing a big dinner gathering at a nearby restaurant or bar or pizza place, or whatever, and then descending upon the theater a few hours early to show them the errors of their way, by lining up, without an activity. Do all the activity at the restaurant.
Peace, Love and Rock & Roll,
The orange stripey One
Cruise to Middle-earth