Questão
ID 1985975Disciplina: Língua Inglesa
Assunto: Interpretação de Texto | Text Interpretation
Ano: 2016 Banca: IADES - Instituto Americano de Desenvolvimento Órgão: Centro Nacional de Tecnologia Eletrônica Avançada S.A.
Text 5 to answer questions 13 to 16.
1 LOS ANGELES — The next big multiplex trend involves eliminating what some theater owners call the “popcorn pinch point.” 4 The largest multiplex chains in North America, AMC Theaters and Regal Entertainment, are rolling out technology that allows customers to preorder and prepay for food and 7 drinks from the comfort of their smartphones. The goal is to significantly reduce that pinch point. “Hopefully, along the way we will sell more food,” 10 said John D. McDonald, AMC’s executive vice president for United States operations. He added: “Early results are very strong. We think this is another big innovation for our 13 industry, right up there with luxury seating.” The system is similar to the ones companies like Starbucks and Chipotle have already widely introduced: 16 customers order and pay using an app, and then, upon arriving, collect their items at a pickup station. Regal, which has roughly 570 theaters (AMC has about 19 350), is offering mobile food ordering through a partnership with Atom Tickets, a California start-up that counts Lions Gate Entertainment as an owner. The Atom app is currently 22 available for use at five Regal theaters in Knoxville, Tenn., with expansion planned to the entire Regal chain. Atom, which also wants to bring dynamic ticket 25 pricing to theaters (less expensive during slow periods and more expensive on busy weekends), declined to comment. As in-home theater systems have proliferated, the 28 multiplex chains have had to work harder to attract crowds. “Various challenges have really drawn the industry toward improving the overall theatrical experience,” said Leo Kulp, 31 an exhibition industry analyst with RBC Capital Markets. Recent years have brought seats that move in synchronization with the on- screen action, as well as larger 34 screens and reclining chairs. But movie theater owners make their primary living at the concession counter. Roughly 50 percent of ticket sales are returned to movie studios, while 37 food and beverage operations provide profit margins of 85 percent or higher, Mr. Kulp noted. Theaters have expanded menu offerings and started serving alcohol to keep their 40 concession businesses growing. About one-third of moviegoers, however, do not buy anything at the theater to eat or drink. Some people find the 43 prices exorbitant, surveys have shown. Other attendees simply are not hungry, have other dining plans or do not like the food options. But gridlock may be the primary force 46 holding people back. “People simply do not like to wait in line,” Mr. 48 McDonald said.
Internet: < http://www.nytimes.com/2015/2/14/business/media/cinema-apps-that- help- bypass-the-popcorn-lines.html?ref=technology&_r=0 >. Access: 14 Dec. 2015.
1 LOS ANGELES — The next big multiplex trend involves eliminating what some theater owners call the “popcorn pinch point.” 4 The largest multiplex chains in North America, AMC Theaters and Regal Entertainment, are rolling out technology that allows customers to preorder and prepay for food and 7 drinks from the comfort of their smartphones. The goal is to significantly reduce that pinch point. “Hopefully, along the way we will sell more food,” 10 said John D. McDonald, AMC’s executive vice president for United States operations. He added: “Early results are very strong. We think this is another big innovation for our 13 industry, right up there with luxury seating.” The system is similar to the ones companies like Starbucks and Chipotle have already widely introduced: 16 customers order and pay using an app, and then, upon arriving, collect their items at a pickup station. Regal, which has roughly 570 theaters (AMC has about 19 350), is offering mobile food ordering through a partnership with Atom Tickets, a California start-up that counts Lions Gate Entertainment as an owner. The Atom app is currently 22 available for use at five Regal theaters in Knoxville, Tenn., with expansion planned to the entire Regal chain. Atom, which also wants to bring dynamic ticket 25 pricing to theaters (less expensive during slow periods and more expensive on busy weekends), declined to comment. As in-home theater systems have proliferated, the 28 multiplex chains have had to work harder to attract crowds. “Various challenges have really drawn the industry toward improving the overall theatrical experience,” said Leo Kulp, 31 an exhibition industry analyst with RBC Capital Markets. Recent years have brought seats that move in synchronization with the on- screen action, as well as larger 34 screens and reclining chairs. But movie theater owners make their primary living at the concession counter. Roughly 50 percent of ticket sales are returned to movie studios, while 37 food and beverage operations provide profit margins of 85 percent or higher, Mr. Kulp noted. Theaters have expanded menu offerings and started serving alcohol to keep their 40 concession businesses growing. About one-third of moviegoers, however, do not buy anything at the theater to eat or drink. Some people find the 43 prices exorbitant, surveys have shown. Other attendees simply are not hungry, have other dining plans or do not like the food options. But gridlock may be the primary force 46 holding people back. “People simply do not like to wait in line,” Mr. 48 McDonald said.
Internet: < http://www.nytimes.com/2015/2/14/business/media/cinema-apps-that- help- bypass-the-popcorn-lines.html?ref=technology&_r=0 >. Access: 14 Dec. 2015.
According to the reading of the text and your knowledge of English, the expression ‘“popcorn pinch point”’ (line 3) means