In a shocking plot twist that no one could have predicted, movie theaters across the nation will begin gouging diversion-starved Americans even more brazenly this weekend. Because surely moviegoers desperate enough to pay $12.50 for such cinematic treasures as The Bounty Hunter or She's Out of My League will be willing to pay a little more to escape the voices in their heads. What else are they gonna do, read a book?
2D adult ticket prices are expected to increase an average 4.1% this weekend, according to a survey of random theaters in major U.S. markets. But that's modest compared to the price hikes for 3D, IMAX and FauxMax screenings. At AMC Kips Bay, a ticket to the FauxMAX 3D screening of How to Train Your Dragon at midnight tonight costs $17.50. But if you wait until this weekend, it'll be $19.50. (Of course, who can really wait that long anyway?!)
"It appears that theater owners increasingly believe that consumers are so ‘hungry’ for 3D content that they will not mind paying substantially higher prices relative to 2D screenings and that for the best 3D presentation, even greater ticket price premiums are achievable," opines media analyst Richard Greenfield. "If consumers absorb the prices increases without issue, we believe it bodes well for the pricing power of the movie exhibition industry."
Come on people, are we going to just passively "absorb" this or are we going to get organized and fight back so we can afford to take the kids to Tron Legacy in IMAX 3D. Because there's no way we're paying more than... oh, who are we kidding, we'll give you anything you want for that one, AMC Loews Lincoln Square.
