So this was the first year that the Film Society of Lincoln Center decided to do away with the longstanding mail-in order process and went completely digital (other than the time-tested method of showing up at the box office — more on that later), and I decided to give it a try, to see if it was truly an improvement over printed forms over snailmail.
I’m sure I’m not the only one who experienced what was not an entirely enjoyable process, but rather than simply bitch about how bad it was, I thought it might be a bit more helpful if we approached it as a “teachable moment” and came up with some usability suggestions for the next time.
First, I will give them credit for promptness. Their web site declared that tickets would go on sale on September 13th at noon, and sure enough, at 11:58, the “Tickets Not On Sale” disappeared, and a “Purchase” button appeared, right on time.
Unfortunately, like many other businesses in the same situation, it appeared that the FSLC was not prepared for the initial upsurge in demand on their web site, and as I expected, response ground to a screeching halt. Pages would not refresh, or the “waiting for …” status appeared in the bottom of the browser, and the purchase request seemed to disappear into the ether.
So here’s our first “teachable moment”. As cheap as hosting is these days, why not set up a temporary server farm next year, to handle the initial surge in demand? You probably don’t need to “rent” more than a day’s worth of processing time, but it will probably make a world of difference to the people who want to order as soon as they gates are open.
As it turned out, this was an opportunity to discover a way to scam the system.

Inadvertent system workaround
As most people who find themselves in this frustrating situation, I kept clicking “Purchase”, repeatedly, 3-4 times, with no apparent effect. However, when the shopping cart window finally appeared, I discovered that each one of my clicks had in fact registered, and now my shopping cart was filled with multiple copies of tickets for “Broken Embraces”. Not what I had intended, but a lucky break, as it turned out.
Now, I don’t know about you, but I’ve always had this issue with declarations from event ticket web sites that declare that you’re getting the “best seats available”. What does that mean? How do you know where I prefer to sit? I realize that at certain events, you want to be as close to the actual “event” as possible — the ball game, a concert or the theater — but there’s no universal definition of what the “best seats” are at the movies. Some people prefer the back, some people prefer the front. Some prefer the middle of the row, while others would rather be closer to the aisle.
Me, I’d prefer the front, and for years, I was so pleased that I actually got a discount to taking seats in the first six rows at Alice Tully Hall (they stopped that generosity a few years ago).
So now, my shopping cart is filled with six separate ticket orders, some in the back, some in the front; some in the middle of the row, and some on the aisle. Here, completely by accident, I had stumbled upon a “tool” for me to use to find the “best seats” as far as I was concerned.

shopping cart timeout
Another no-no that I see they’ve actually rectified, probably because they were getting angry phone calls from ticket buyers was the shopping cart time out.
This is a fairly common feature on ticketing web sites, like ticketmaster.com, so it wasn’t entirely surprising to find one here, but as one soon discovered, the way that it was implemented in this instance had not really been very well thought through.
At first blush, it doesn’t seem particularly onerous (I believe it was 5-10 minutes), but after you start clicking through a couple of web pages that take a minute or more to load, all of a sudden, those minutes start to tick down very quickly. At one point, I lost track of the countdown, and as I tried pruning my shopping cart down to my desired order, suddenly, I was looking at an empty cart! I suspect that I was not the only one caught in this dilemma.
Given the slow performance of the site, I was forced to limit my order to just a fraction of what I had intended to buy. I restricted my choices to three showings, “Broken Embraces”, “Precious” and “Wild Grass”, the films that I figured would sell out first. Even with such a limited slate, I had dificulty completing my order in time. Why? Because as the site warned you in the beginning, it requires a registration, including the creation of an account on the filmlinc web site, and this is in addition to the usual fill-ins of credit card and address info to complete the order. All of a sudden, 10 minutes starts to seem waaaaay too little time.
Now, as I wrote before, I give FSLC credit for increasing this timeout (it’s up to 20 minutes now), but I’m not entirely sure that 20 minutes is enough, given the complex nature of this process. 5 or 10 minutes might be adequate when you’re ordering a single set of tickets for a single event on a single day, but that’s not what the NYFF is. It’s a multi-part, multi-day event, made up of numerous separate sub-events, most with more than one show time. The calculations are rather complex, and one choice may be contingent upon or affected by several other decisions. Can you make two late showings during the week? Can you stand another two hour film immediately following a three hour marathon? If your first choice for time and date for a film is sold out, do you want to try for the second showing?
You not only need more time, but a more complex and comprehensive order process, patterned on the old order forms that we used to mail in (or hand deliver to the box office, if you were a neurotic like me). Your choices are best displayed on a grid or calendar, with times displayed, so that you can ferret out the conflicts and clashes.
I don’t know if there is an “ideal” way to present this information in a shopping cart, providing enough time and information for the proper shopping experience, but I think the FSLC needs to at least re-think the process, and accept the fact that this shopping process is not the typical ticket shopping experience.
Once I had placed my limited order and gotten the confirmation email (kudos for the timeliness of this process), I wasn’t willing to go through it again for my other movies, and because I had to pick up my tickets at the box office anyway (that’s right: “will call” is the only option here; what happened to mailing me my tix?), I decided to hop on the bus to Alice Tully Hall to see how the “live” experience differed from the on line one.
This turned out to be an informative trip.
First, I discovered that the line for tickets was rather short. When I arrived, it was probably less than 50 people, and it was well managed and moving at a reasonable pace. I wound up spending about 30 minutes on line.
When I got up to the box office, the first interesting observation that I noted was that the people in the box office have a much more complete view of the seating when placing your order.
It would seem that if airlines can do this, theaters should be able to use the same model to give people the ability to choose the best seats for them. Show me a live seating chart and let me choose the seat location that appeals to me. In the back, in the front; on the aisle or dead center. In fact, if the FSLC wants an interesting model to follow, they should check out the ticket purchase process on aa.com, the web site for American Airlines.