Theater prices on the rise.

[Justin_stacy]

http://finance.yahoo.com/banking-budgetingk/article/109177/higher-prices-make-box-office-debut?mod=family-love_money


Tickets get costlier as movie chains seek to cash in on consumers' willingness to pay more for 3-D

Major U.S. movie-theater chains, seeking to accelerate the surge in revenues fueled by such 3-D hits as "Avatar" and "Alice in Wonderland," are imposing some of the steepest increases in ticket prices in at least a decade.


The new prices take effect Friday in many markets across the country in theaters owned by such major exhibitors as Regal Entertainment Group, Cinemark Holdings Inc. and AMC Entertainment Inc.

The increases, in one case as much as 26%, vary from theater to theater, but many cinemas are raising prices most—or even solely—for 3-D showings, which accounted for the vast majority of last year's 10% jump in domestic box-office sales. 3-D movies generated 11% of domestic ticket sales in 2009, up from just 2% in 2008.

At an AMC theater in Danvers, Mass., a Boston suburb, 3-D ticket prices are jumping more than 20% to $17.50 from $14.50, while the adult admission price for a conventional film will remain at $10.50. At one Seattle multiplex, adult admission is rising to $11 from $10 for a conventional film, to $15 from $13.50 for a regular 3-D showing and to $17 from $15 for Imax 3-D.

A 3-D Imax movie at New York City's AMC Loews Kips Bay will cost $19.50, up from $16.50.

The increases weren't announced by the theater operators, but were reflected in prices posted Wednesday on movie-ticketing Web sites, such as Fandango.com.

AMC and Cinemark declined to comment. Comment from Regal wasn't immediately available.


The industry's move comes on the heels of a record-setting year at the domestic box office, with revenue surpassing $10 billion for the first time. Movie attendance in the U.S. and Canada grew 5.5% in 2009, with 1.42 billion tickets sold, the most since 2004. Ticket sales so far this year are running 10% higher.


Movie theaters typically charged $2 to $3 extra for 3-D movies. But the brisk demand for the premium-priced tickets led many exhibitors to conclude they were still underpriced. About 83% of the record $2.6 billion in ticket sales for "Avatar" came from 3-D and Imax screens. And Walt Disney Co.'s "Alice in Wonderland" also set records when it hit 3-D screens earlier this month.

While the new prices could boost theater owners' already buoyant revenues, some industry watchers think they could also spark a consumer backlash. Studios, theater operators, and trade groups have long touted films as a bargain, compared with other forms of entertainment. A decade ago, the average ticket at a multiplex was $5.39, but prices have edged up between 2.7% and 6.1% a year since then, according to the Motion Picture Association of America.

"The U.S. economy isn't in the greatest shape, and there is definitely risk here in pushing price too far in a weak economy," said Richard Greenfield, a media analyst at BTIG LLC, who issued a research report Wednesday on the price hikes.

Mr. Greenfield said the next month will serve as a test of the strategy. "We'll have a sense if there is any pushback" from moviegoers, he said.

Some movie-studio executives expressed concern that the price increases might be too much too soon. "The risk we run is that we will no longer be the value proposition that we as an industry have prided ourselves on," said a distribution executive at one major studio.


Other studio executives agreed that the move was risky, but some, like Dan Fellman, president of domestic distribution for Time Warner Inc.'s Warner Bros., expressed support. "The exhibitors are trying to push the needle on ticket prices and see where it ends up," Mr. Fellman said. "So far charging a $3 or $4 premium has had no effect on consumers whatsoever, so I'm in favor of this experiment to raise prices even more. There may be additional revenue to earn here."

Studios are also in a bind. While many are wary of appearing to gouge consumers, they are also facing higher costs as they produce more movies in the technology-heavy 3-D format. Though ticket prices are set by theater operators, the proceeds are split roughly 50-50 with movie studios.


Five major 3-D films are opening in theaters over the next three months, starting this weekend with DreamWorks Animation SKG Inc.'s "How to Train Your Dragon." That rich selection is one reason theater owners chose to raise 3-D ticket prices now. It may also help set consumers' expectations for future 3- films.

Imax 3-D tickets to "Dragon" are expected to cost an average $1, or 7%, more than Imax tickets to Disney's "A Christmas Carol," the last children's film to open in the format, just a few months ago.

In his report, Mr. Greenfield said one of the biggest price increases was at an AMC theater in Boston, where a child's 3-D Imax ticket will cost $14.50, up from $11.50. In the 10 markets he surveyed, adult tickets to conventional 2-D films were set to rise by an average of 4%, beginning this weekend.

Price increases on 3-D movies are at least twice as steep, he said, with average adult admission prices rising 8% for 3-D movies and nearly 10% for movies on Imax screens.


The $9 they charge here on the weekends is too much for a movie, I can't imagine anyone dumb enough to pay upwards of $20....

[eraserhead]

I'd rather fuck myself with a rake than pay $20 for a movie. Well not really but that is utterly ridiculous.

[Justin_stacy]

expecially now that studio's are pushing dvd's out sooner and sooner. the waits just a couple months now, and you can own the movie for less than the one time over-rated theater experience.

[Prestonxsmith]

Worthless. Unless its a Pixar film, I would much rather see a movie in 2D.

[SlappedActor]

It'll be a cold day in hell before I pay 20 bucks for a movie.

[a speedo model]

I'd pay $20 to see a movie, on my couch in pj's with a pause button.

[Gaugzilla]

Yea, it should be clarified that the price hike is for 3-D movies. I honestly was excited about the trend when "My Bloody Valentine" and "Up' were in 3-D, but they're overkilling it and they're doing it fast. There's no need to see a ton of movies in 3-D and to spend an obscene amount doing it.

[ActorInThisPlay]

haha that's cause you live in Kansas. I would love to only play $9 for a movie at the most. Movies here are already like $12 just for normal movies and try $15 for 3-D.

[zachff]

I don't give a shit about 3D movies, so this is fine with me. Let those people subsidize my movie viewing by ripping them off

[golferpunk1]

I think 3-D is going to die off quick and this will only speed up the decline.

[KellyGleason]

I don't see 3D movies anyway :shrug:

[Guern1ca]

Price increase is marginal at most for 2D. ~5%.

[sleepyseanzzz]

ill buy a dvd for 20 bucks, wont pay 20 to see the movie once in a room full of strangers

[mantipede]

I think 3-D is going to die off quick and this will only speed up the decline.

I pray you're right. While I can't knock them for trying to change the movie game, I haven't been impressed with a 3-D movie yet. I really hope we as Americans pull together, stop going to movies and drop the revenue something fierce.

[A7XXX]

Holy cow! I thought $11.50 was bad when I pay last time but $19.50 is just ridiculous. If somehow I have to pay that price I'll make sure to sneak in to see a second movie to make it worth the price

[Sloth7]

3-D movies here can run upwards of $15, they actually have the nerve to milk us for more money? Especially for those stupid glasses that they ask back when it's over. If you even attempt to throw in popcorn or soda you're closing in on $25 just to go to a two hour movie. No thanks. I'd say I'll stick to the normal 2-D movies, but they're even $12. Not cool.

And could you imagine paying that, and then having to sit in a theater of noisy and loud people talking?

[mantipede]

And could you imagine paying that, and then having to sit in a theater of noisy and loud people talking?

It's 2010...I'm absolutely offended by our species that people can't shut the fuck up for 2 hours. How hard is it, really?

[Sloth7]

It's 2010...I'm absolutely offended by our species that people can't shut the fuck up for 2 hours. How hard is it, really?


Oh yeah, especially when they spent the same amount to get in too! It's absurd. Or my favorite, texting in the theatre. Like the bright light from a cell phone in a dark theater isn't just as distracting as talking... For the prices they charge us, they should hire bouncers to throw those idiots out.

[mantipede]

Oh yeah, especially when they spent the same amount to get in too! It's absurd. Or my favorite, texting in the theatre. Like the bright light from a cell phone in a dark theater isn't just as distracting as talking... For the prices they charge us, they should hire bouncers to throw those idiots out.

Absolutely brilliant idea.

And I feel like the people that decide to text are either directly in front of me or in that one spot in my peripheral that I can't help but notice. And it's not like they dim their lights or try and hide their phone, it's right up to their faces. I had 4 movies ruined in a row (well, to be fair, Daybreakers was terrible to begin with but still) because of people in the theater and their inconsiderate actions.

[narcoleptic953]

Looks like I won't be seeing a 3D movie again anytime soon (though after that shitfest that was Avatar, I wasn't exactly planning on it anyway...)

[Jake Denning]

It's 2010...I'm absolutely offended by our species that people can't shut the fuck up for 2 hours. How hard is it, really?

Depends on what your seeing. Senior year my Prom date wanted to go see the new Narnia movie after Prom was over, so we went.....and I fell asleep mid-way through and snored like CRAZY and pissed everyone off.

[mantipede]

Depends on what your seeing. Senior year my Prom date wanted to go see the new Narnia movie after Prom was over, so we went.....and I fell asleep mid-way through and snored like CRAZY and pissed everyone off.

While it was unintentional, I mean, come on. I saw the Imaginarium of Doctor Parnassus and had to hear a guy older than Christopher Plummer snore for 45 minutes of it, I was heated. Your date should have woken you up or something.

[CatalinaCaper]

I'm so sick of hearing people at my theater bitch about paying $6.75 for a matinee ticket and $8.75 at night when everyone else is paying twice that crap. It just goes to show people will bitch about anything they can.

[Yellowcard2006]

I have no interest in 3D movies. So this doesn't really matter. you'd have to be dumb (or have loads of money) to spend $20 on one movie.

[WakingTheMisery]

Where is the guy who runs one. I want to see his opinion.

[cantnokdahustle]

Looks like I won't be seeing a 3D movie again anytime soon (though after that shitfest that was Avatar, I wasn't exactly planning on it anyway...)

x2

[tyramail]

20 dollars? my god. i hardly ever see movies in the theater, i just wait until they are on dvd and previously viewed at hollywood video or amazon.

[Jake Denning]

While it was unintentional, I mean, come on. I saw the Imaginarium of Doctor Parnassus and had to hear a guy older than Christopher Plummer snore for 45 minutes of it, I was heated. Your date should have woken you up or something.

oh believe me, she tried. Once i'm out, i'm out like Mike Tyson socked me in the face.

[mantipede]

oh believe me, she tried. Once i'm out, i'm out like Mike Tyson socked me in the face.

And then I can't help but think of Zach Galifianakis and I laugh.

[Sloth7]

Absolutely brilliant idea.

And I feel like the people that decide to text are either directly in front of me or in that one spot in my peripheral that I can't help but notice. And it's not like they dim their lights or try and hide their phone, it's right up to their faces. I had 4 movies ruined in a row (well, to be fair, Daybreakers was terrible to begin with but still) because of people in the theater and their inconsiderate actions.


Absolutely! They are always in your line of sight! An ex did that once, I was so embarassed, I had to thoroughly explain to her afterwards how annoying it was. I remember seeing Cloverfield, the second right before the monster first shook the ground and everyone panicked, some dufus in front of me opened their phone and it caught my eye, it was so annoying. And if it was 6 or 7 bucks to get into a movie, it'd still be rude, but when you're paying so much, it's irritating beyond words.

Haha, thanks for the heads up about Daybreakers.

[mantipede]

Absolutely! They are always in your line of sight! An ex did that once, I was so embarassed, I had to thoroughly explain to her afterwards how annoying it was. I remember seeing Cloverfield, the second right before the monster first shook the ground and everyone panicked, some dufus in front of me opened their phone and it caught my eye, it was so annoying. And if it was 6 or 7 bucks to get into a movie, it'd still be rude, but when you're paying so much, it's irritating beyond words.

Haha, thanks for the heads up about Daybreakers.

I saw 2012 opening night and a guy in the chair directly to my left answered his phone AND fell asleep and snored for an hour while his phone went off 3 times. I just don't get how these people don't see the line between rude and courteous; it's not a hard distinction, seriously. You took the time to drive to a theater and pay the money, at least watch the movie. If you don't dig it, leave. That simple.

And yeah, Daybreakers was pretty much a straight-to-TV Sy-Fy movie with better casting. Willem Dafoe disappointed me so bad.

[popdisaster00]

A theater near where I live made all tickets on friday-sunday $10. BUT, Mon-Thurs tickets are only 5, even at night.

[Mikey Paine]

expecially now that studio's are pushing dvd's out sooner and sooner. the waits just a couple months now, and you can own the movie for less than the one time over-rated theater experience.

You can thank pirates for that.
so the movie theaters are making a ton of money and are now charging more?

[kbi the crowing]

Once I leave college and the movie theater isn't $1 on Friday nights, I'll never go to the movies ever again. $9 is too much for a movie for me. 3D isn't that cool anyways.

[kbi the crowing]

I saw 2012 opening night and a guy in the chair directly to my left answered his phone AND fell asleep and snored for an hour while his phone went off 3 times. I just don't get how these people don't see the line between rude and courteous; it's not a hard distinction, seriously. You took the time to drive to a theater and pay the money, at least watch the movie. If you don't dig it, leave. That simple.

And yeah, Daybreakers was pretty much a straight-to-TV Sy-Fy movie with better casting. Willem Dafoe disappointed me so bad.

That's hella disappointing :-(

[xidreamofyou32x]

I would never pay $20 for a movie, I don't care if it's 3D. I saw a movie today for $13 and I thought that was too expensive. $7-10 is enough.

[drudo182]

Personally, if I want to see a new movie, I'll see it no matter what it cost.

I probably see a movie in the theaters every week/every other week. But the higher prices might have me think about if I really want to see something now or not.

[xcloud66x]

eff you movie theater. blu-ray is better

[SlappedActor]

There was an interesting note at the bottom of Ebert's review of "How to Tame a Dragon." (Not sure why I was reading it, since I have no interest in the movie, but whatever.) It really shows how hard the studios are pushing 3-D.

Note: The movie is being shown in both 3-D and 2-D. The 3-D adds nothing but the opportunity to pay more to see a distracting and unnecessary additional dimension. Paramount has threatened theaters that if they don't clear screens for "Dragon" despite the current glut of 3-D films, the studio won't let them show it in 2-D. This displays real confidence in 3-D.

[domotime2]

Holy cow! I thought $11.50 was bad when I pay last time but $19.50 is just ridiculous. If somehow I have to pay that price I'll make sure to sneak in to see a second movie to make it worth the price
exactly

[Guern1ca]

eff you movie theater. blu-ray is better
Well, that's simply impossible, but I see what you're getting at.

[whenyourearound]

Well you all have to remember that the $20 price is for 3-D AND Imax, not just 3-D. The movie theaters around me are either $10 or $10.50 and about $6 I believe for matinee. The Loews theaters are expensive, but I do enjoy the free refills on the large popcorn and soft drink. When I was home for spring break, I went to see The Crazies with my mum and afterwards we snuck in to Green Zone, thats how you get your money's worth.

[coTheCrowingca]

I work at a movie theater and I get all my movies for free!

..so this won't be affecting me too much muahaha

[nickonthecoast]

here in michigan, any movie between 4-6 is only $4.
its not like old one. like new releases and stuff.
really not bad at all.

[Smash Adams]

Personally, if I want to see a new movie, I'll see it no matter what it cost.

I probably see a movie in the theaters every week/every other week. But the higher prices might have me think about if I really want to see something now or not.
I love seeing movies in theaters too, mostly because the chance of me seeing it once it hits dvd is a lot less than going to the theaters, I have a habit of forgetting about more movies than most people have seen

[about3fitty]

I don't see 3D movies anyway :shrug:

same. 3D doesnt really do it for me. and sometimes it makes my head feel all wonky when im watching. i thought i was having a seizure when i saw coraline

[Thomas Nassiff]

I worked at a Muvico for a while when I was a sophomore in high school, then again last year when I was a senior, and it got bought out by Cinemark. I haven't paid my own money to see a movie in a theater in almost three years, and I definitely wouldn't pay 20 bucks. Some movies, that are REALLY hyped, and look interesting enough, I'd be willing to spot a $10 for. But when you think of it, you could buy a cd or vinyl for about 10 bucks, or you could see a movie for 10 bucks plus more when you consider concessions.....it's like lost money in comparison to buying music.

[Justin_stacy]

Well, that's simply impossible, but I see what you're getting at.

blu ray's just as bad of a money sucking gimmick as 3-D. but it has brought dvd prices down so that's cool.

[Guern1ca]

blu ray's just as bad of a money sucking gimmick as 3-D. but it has brought dvd prices down so that's cool.

No.

[RonStoppable]

blu ray's just as bad of a money sucking gimmick as 3-D. but it has brought dvd prices down so that's cool.

Wrong.

[Justin_stacy]

No.

if you're silly enough to wanna pay double, especially when it lowers my price, more power to ya...but its just another gimmick.

[Guern1ca]

if you're silly enough to wanna pay double, especially when it lowers my price, more power to ya...but its just another gimmick.

I haven't paid anywhere near double for a single Blu-ray Disc, and in fact, most things I've bought have been cheaper than their DVD counterpart. You can say for yourself picture quality doesn't matter, but for a lot of people it does.

[WordzandDreamz]

I think 3-D is going to die off quick and this will only speed up the decline.

I think you're wrong.

[WordzandDreamz]

Where is the guy who runs one. I want to see his opinion.

What opinionated topics would you like me to comment on?

[WakingTheMisery]

What opinionated topics would you like me to comment on?

Hehe. I was just wondering if you'd think this would drive people from going and whether or not you think it is necessary.

[TerrancePryor]

I haven't seen a movie in 3-D in forever. Don't really care for it that much.

[WordzandDreamz]

Hehe. I was just wondering if you'd think this would drive people from going and whether or not you think it is necessary.

Well here's my whole deal about this.

1. It frustrates me that people are in here bitching about $20 ticket prices as if all tickets are that price. The article mentioned one theatre that was charging $19.50 for imax 3D films, not normal showings, and that theatre is in NYC (the most expensive place to do anything). Don't generalize that all movies at $20 dollars a ticket because one theatre charges that much for a special showing.

2. Second, for the people that are claiming that 3D is a gimmick and not something that will last... well, simply put... you are wrong. Multi-million dollar corporations would not be spending billions of dollars on technology to put in their theaters if they thought it wasn't going to last. It will. A couple doubting 20-somethings doesn't dictate the future of 3D. Obviously I work at a theatre and in the last 3 and a half months I have seen everything single 3D show at my theatre sell out Friday-Sunday. Why? Families. Who cares if you guys aren't going. Kids tell their parents they wanna see it in 3D and the parents take them. Now that 3D tvs are in the mix, this phenomenon isn't going anywhere.

3. Someone mentioned that we are in a period of economic crisis and that should mean people don't spend money at theaters and theaters should charge less. If you take a look at the history of the movie business the most money made by the film industry comes in time of economic depression. Why? Because people go to the movies to escape the harsh reality of their economic troubles. They are willing to the spend the money to sit in a room for 2-3 hours and forget about their problems.

[WakingTheMisery]

Well put. You are spot on with every bit of that.

[surfwaxsideshow]

I agree 3d is probably here to stay, but I think that a price bump to the 17$ a ticket range is going to be a deal-breaker for a lot of people. Families of 4 will end up spending $100 bucks on a two hour afternoon after all is said and done.

[Justin_stacy]

Well put. You are spot on with every bit of that.

...more like Swiss Cheese.

[WordzandDreamz]

I agree 3d is probably here to stay, but I think that a price bump to the 17$ a ticket range is going to be a deal-breaker for a lot of people. Families of 4 will end up spending $100 bucks on a two hour afternoon after all is said and done.

Like I said, at my particular theatre our 3D price went from 13.50 for adults and 11.50 for children to 14.50 for adults and 12.50 for children and we still sold out every show. I know thats not 17 dollars, but its still a lot and people didn't balk at all.

[gusta0117]

i dont care too much for 3D unless its a movie that I really want to see.
otherwise i will wait until its in the $2 theater or on netflix. ohhh. and drive-ins are opening soon.
that is where i go if i want to see something that JUST came out. plus you get the double feature and its only $7-8

[mena]

I'm so thankful for MJR Theaters that we have in Michigan. It's so cheap compared to other places. Between 4pm and 6pm you can buy a ticket for a regular movie for $4.50 and 3-D comes out to around $7.

[lauren1234]

I would never pay up to $20 for a movie. I already strongly dislike having to pay close to $10 for a movie as it is.