For the first time, The Swamp is going to become Swamp Cinemas.
That's the ramification of Florida's Friday announcement of a "Movie in The Swamp" event, scheduled for Saturday, May 9.
Fans can vote for the movie — The Avengers, Remember the Titans, or Little Giants are the three choices — at a Lockerdome poll, and admission is free for season ticket-holders and UF students, $10 for adults, and $5 for children 12 and under and seniors 55 and over. And the first 500 season ticket-holders to arrive "can bring blankets or lawn chairs and enjoy the movie on Florida Field," per the release.
I'm not posting this because I'm particularly interested in going myself: I'm not, having seen all three movies (I don't, typically, watch movies more than once or twice, even ones I love). But I do think this has a chance to be quite popular, weather permitting, because of the novelty of a movie night in a massive football stadium.
And, frankly, given the number of more negative memories made in that stadium over the last couple of years, I think it's a savvy idea by Florida to get fans back into The Swamp for unorthodox uses of the facility. A 25-year-old single man (guilty) won't care so much about seeing The Avengers (which, by the way, is going to win) on the video board, but a nine-year-old girl might consider that one of the highlights of her year.
In an industry where a lifelong customer may truly be worth 70 years or more of business, that's a smart means of customer acquisition. Here's hoping the concessions stands sell popcorn that night.