I have a date tonight to see the movie The Bourne Identity. I haven't accessed any reviews of the movie so I won't have any preconceived ideas about the film. I have read about half of the first book so I know the premise of the story. I know the author wrote a trilogy so there is a built in sequel/franchise opportunity if this first one does well.

What I tend to do after seeing movies like this is think about the partnering opportunities that the theatres are missing. I have never understood why big multiplex theatres do not have sit down restaurants as part of their complexes. I am not a restaurant expert but there are thousands of potential customers every weekend at our local multiplex. It is a classic dinner and a movie. Why does that not simply lead to a partnership of theatre owners and restaurateurs?

Going further I know I am not alone in wondering why there are not kiosks or full fledged retail stores offering movie merchandise right in the multiplex. What a great opportunity! Everything from cars to fashions and toys are being promoted through product placements in our favorite films. Why not expand the experience right in the theatre lobby. I fully expect to see a cool watch or PDA in use by Matt Damon, the star of the movie, tonight. I would also consider purchasing one right after the movie. The same goes for fashions and shoes. And don't even get me started on toys and music. When I went to see the latest Star Wars film I could not imagine why the local Toys R Us did not have at least a tent set up in the parking lot to sell all those toys that the movie so obviously promoted. There probably are some local regulations about such things but money talks. There are plenty of revenues and taxes to go around. This seems like such a win win opportunity. If merchandising works so well for museums why can't it work for theatres as well?