EBAU Practice Examination (La Rioja)

Interactive Cinema
Going to the cinema can be an enjoyable and a reasonably inexpensive evening out. That’s
why, despite competition from traditional television channels and online streaming services,
cinema attendance in the UK is now higher than it has been since 1971. This increase is
partially a result of a wider variety of films which appeal to different age groups. However,
while there has been a significant increase in the number of people over 55 years of age and
of families with young children going to the cinema, teenagers and young adults seem to
prefer alternative forms of entertainment.
One theory as to why the younger generation finds the cinema to be less appealing is because
it requires them to disconnect from the outside world for a few hours, as phone use is strongly
discouraged or even banned in cinemas. Adam Aron, the chairman and CEO of the American
cinema chain AMC Entertainment, put forward the idea of mobile-friendly screenings. These
would have given audiences the choice of watching a film undisturbed or choosing a viewing
time when blogging, chatting or texting was allowed. However, reaction to the proposal was
swift and almost entirely negative. Many people were worried that his mobile-friendly
screenings would legitimise the use of phones in all cinemas. Concerned about the financial
effect this could have on his business, Aron dropped the idea.
Cinema owners in the Far East have been braver, and young people are being tempted back
into cinemas with “bullet screens”. In these cinemas, people can send text messages
commenting on the film they are watching, and these reactions are immediately shown on the
screen. The audience can therefore react both to the film and to each other.
We don’t know what the cinemas of the future will look like, but it seems certain that they
will have to adapt in order to survive. Whatever changes happen, hopefully, traditional
screenings will continue for those filmgoers who are willing to disconnect for a few hours.

1. Choose the correct answer a, b or c. (3 points, 0.5 each)

1. Which of these is NOT a reason for the cinema’s popularity according to the writer?
a) A lack of alternative entertainment.
b) Offering films liked by different generations.
c) Offering entertainment at a reasonable price.
2. Why should cinemas worry despite the increase in audience numbers?
a) Older people aren’t going any more.
b) Parents don’t take their children.
c) Young people go less often.
3. Why does the writer suggest that young people may not enjoy going to the cinema?
a) They are away from their friends.
b) They can’t use their phones.
c) They can’t talk during a film.
4. What was Adam Aron’s idea?
a) To show the same film to two separate audiences.
b) To allow mobile phone use only if it didn’t disturb others.
c) To make all AMC Entertainment screenings mobile friendly.

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 5. What was the writer’s reaction to Aron’s idea?
a) It would have led to a change in attitudes regarding phone use in cinemas.
b) It could have been good financially for AMC Entertainment.
c) It was a good idea that would have pleased everybody.
6. Bullet screens allow audiences to … .
a) interact with viewers of the same film in different cinemas
b) share their opinions with other audience members
c) send texts to other audience members’ phones
2. Answer these questions in no more than 5 words. (1 point, 0.25 each)
a) What has been the trend in the UK since the early 70’s?
b) What did AMC Entertainment’s CEO propose?
c) Where are bullet screens popular?
d) What does the writer hope will not disappear?
3. Find words in the text for each of these definitions. (1 point, 0.25 each)
a) happening without delay
b) eager and enthusiastic to do something
c) attract
d) suggested
4. Rephrase the following sentences so that their meaning is as similar to the original as
possible. (1 point, 0.25 each)
a) Cinema attendance in the UK is now higher than it has been since 1971.
Before 1971, … .
b) Teenagers and young adults seem to prefer alternative forms of entertainment.
Alternative forms of entertainment seem … .
c) Concerned about the financial effect on his business, Aron dropped the idea.
If Aron hadn’t … .
d) The audience can therefore react both to the film and to each other.
It is possible … .
5. Write an opinion article of 150 words on whether or not cinemas should be more
mobile friendly. (3 points)
6. You are supposed to meet a friend at the cinema but something unexpected has come
up and you can’t make it. Send your friend a message apologising and explaining
what has happened. Suggest another time and place to meet. (Write between 35 and
50 words). (1 point)

EBAU La Rioja –Interactive Cinema 2/2