• DALLAS
The Army & Air Force Exchange Service’s (AAFES) Reel Time Movie Theaters are stepping into the future with the debut of online ticket sales, marking their first major update in more than 40 years.
As part of its long-standing commitment to support the morale of military communities, the Exchange has brought first-run movie screenings to service members and their families wherever they’re called to serve.
Movies offer service members and their families an opportunity to rest, relax and enjoy a respite from the unique demands of the military lifestyle.
The launch represents a step forward in modernizing the movie-going experience.
All but one theater — Fort Irwin, Calif. — are overseas.
“The way we sold tickets was no different from 40 years ago,” said Craig Masek, Services and Food chief, restaurant support. “There was an understanding when there was a big movie coming out, you’d have a line of people wrapped around the building for hours just to buy a ticket. That just doesn’t happen anymore.”
HOW IT WORKS
Through the MyExchangeFood app or on ReelTime.iMenu360.com, service members and their families can browse from a list of 35 theaters, select a showing, choose their seats and purchase tickets — taking out the stress of last-minute box office lines.
Online seat selection also guarantees families and friends can sit together and allows single-screen locations to better meet demand by scheduling additional showings if needed.
TEAM EFFORT
The feature is a result of a multi-directorate effort, bringing together Services and Food; Information Technology (IT); and Finance & Accounting (FA).
IT’s Marissa Tireng, quality assurance analyst III, led production and testing while FA’s General Accounting Operations Manager Jason Perez handled the fiscal components, such as payment processing, to ensure the feature’s reliability.
Services and Food senior analysts Karl Witsberger and Terry Thompson, along with Masek, were responsible for the user experience, ensuring the feature is easy to use.
“Our team looked at the user experience because we want it to be a good experience for shoppers and for managers, who schedule the movies,” Masek said. “We have to envision what they’re looking for and get their feedback to make this a good solution all around.”
EARLY FEEDBACK
Early feedback from a pilot program, launched ahead of its global rollout in mid-August, indicates the feature has been well received.
About 500,000 members of the military community visit a Reel Time Movie Theater each year. During a six-month period, 90 percent of Yokota AB, Japan, theater tickets and 70 percent of Ramstein AB, Germany, theater tickets were bought online.
CHALLENGES
However, the project has not been without any unique challenges.
One hurdle to overcome was seating. Owned and maintained by their installations, theaters vary in layout and numbering with no standard implemented.
As a result, the online system reflects each theater’s individual configuration.
Masek said another challenge is adapting to new processes and learning new systems.
“For the last 40 years, we sold tickets at the door,” Masek said. “When customers come in, they immediately purchase a ticket.
“There can be a bit of a learning curve to get out of that mindset where previously, management just ensured everyone had a ticket by selling them at the door.”
THE FUTURE
Looking ahead, Masek said the team is looking to further modernize theaters by upgrading poster boards to digital menu screens and potentially offering in-seat food purchasing.
“If we were to summarize the ultimate plan, it is to bring the theaters into the 21st century,” Masek said.
Source: AAFES
Edited by Larry Lapka
