Are these people on to something? It sounds like a simple formula:
Look for services with high fixed costs, price elasticity–meaning that consumers will typically buy more if prices drop–and the ability to be ordered over the Internet. Then create a frill-free offering that gives consumers few if any choices. EasyJet has only one class of service; EasyInternetcafe ditched its printers because they demanded too much maintenance; EasyCar rents only one class of car and requires that it be returned, clean, to the same location. Says EasyGroup chief technology officer Phil Jones: "We don't aspire to be all things to all people. We do one thing very well at low cost."
Sounds like a winner for a lot of businesses, but will EasyCinema work? Some consumers like to go places for the atmosphere, and some like to go places with friendly service people. That is why most automated customer service systems still give you an option to dial '0' for a live person. I think the Easy business model make work for some things, but to me, "no frills" cinema means going to the video store. I can't imagine EasyCinema will have a huge cost advantage over competitors.
My predition is that this will only go over well in a few big cities, and we will never see it widespread. But then again I have been wrong before.