As is, fans have the options for watching UFC events by ether ordering at homes and going to restaurants and bars (also, you can try streaming it online...something ,however,the UFC is currently attacking viciously with one of many more lawsuits to come against streaming sites ). It was announced earlier today that UFC have decide to show live UFC events at movie theatres throughout the US with UFC 111. This is a similar concept that World Wrestling Entertainment has for their pay-per-views. The idea is that this will give fans the opportunity to see UFC events in a brand new form, on the big screen with an insane sound system and high definition display. The idea to release this new concept with UFC 111 was based on the strength of the card as it contains a welterweight title fight between George St Pierre and Dan Hardy, and a number one contender bout between Frank Mir and Shane Carwin. The event also features the highly anticipated rematch between Jon Fitch and Thiago Alves and fights featuring Mark Bocek, Nate Diaz, Ben Saunders, Ricardo Almeida and Matt Brown. The price for a ticket to watching UFC events at a movie theatre will range from $15-$25.
As a third year business student, I am quite experienced in breaking down the pros and cons of any business idea. This new idea definitely has its positives. Firstly, this allow UFC to generate additional revenue by licensing out the showing of their live events to another business form. Secondly, this can open doors for new potential fans. I am pretty sure that there are people out there that love the environment in regards to watching movies in a movie theatre that would be curious to watch UFC in that same environment. Thirdly, with MMA becoming more and more a mainstream interest, the possibilities of cinemas selling out these events are very high. I would not be surprised if even events sold out weeks in advance when big status fighters are on the card such as Anderson Silva, Randy Couture, GSP and Brock Lesnar.
However, I see some negatives with this proposed idea. With the $15-$25 range subject to theatre or event card. If it is cheaper to view at particular theatres, they may limit the success of this idea as more people will go to cheaper theatres and drop the idea if they will have to pay a premium. If the price is determined based on the perception of the quality of the event, rather it is a fight night or pay per view event; the risk of people feeling an event is overpriced is always present. Another issue revolves around regular traditions involved with watching mixed martial arts. I have watched the sports with many different types groups of people that all have their tradition for fight night. There are two key types. There is the crowd of people that use the fight nights as a night out and go to the pub or restaurant. Then, there is the crowd of people that are chilling at a buddy’s house, just pounding away at the beer and smoking like chimneys. When looking at these two groups, there is one clear factor that would not work with watching fights at the theatre; you can’t do any of the things mentioned above if you’re watching a UFC event at the theatre. Theatres would either have to serve alcohol or better options for food for this option to be a successful alternative to watching ufc events at home or the bar.
Like everything in life, there are positives and negatives to any idea. The US will be the first test market for this new concept of watching ufc events. Only time will tell if it will be successful enough for the model to be transferred to other countries such as Canada. It will be a real dice roll in deciding if we, in Canada, will ever hear the phrase...UFC..coming to a theatre near you.
For more information, check out UFC.com
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