Movie ticket prices up more than 5% in 2010: Is it too much to take?
Posted Friday, August 27, 2010 at 10:05 AM Central
Last updated Monday, August 30, 2010 at 9:28 AM Central
by Tim Briscoe
Image from 'TheWrap'
According to a report by Hollywood industry blog TheWrap, theater ticket prices have risen 5%, or more than 40 cents, this year. It's the biggest year-to-year price increase by theater owners ever.
In their story titled Warning: Soaring Movie Ticket Prices Have Reached the Breaking Point, TheWrap worries that exhibitors may have reached many consumers' price limit. But ticket prices aren't the only way theaters have been gouging for more.
With several chains rolling back matinee showtimes from the 4 o'clock hour to no later than 1 p.m. this summer, it's not just about 3D up-charges. Between ticket prices and the price of popcorn and a Diet Coke, movie-going overall has become an expensive proposition.
According to studio and theater executives interviewed by The Wrap, the guys and gals in charge don't seem to have a clue about the state of affairs. "I don't think there's been any pushback. Look at how the box office has been flourishing. Admissions aren't up the way we'd like them to be, but the market has accepted the higher ticket prices. You can't expect to pay $5 to go to the movies anymore," one was quoted as saying.
Ten dollars -- let alone $5 -- for a theater ticket is a distant dream. Theater chain AMC's price for a premium 3D admission is now $19.50 in Manhattan, says TheWrap.
This is just anecdotal evidence but my family is emblematic of this report. I went alone to see the family film Ramona and Beezus at a very early free screening. The G-rated film was wonderful and contained a very positive message.
I left the theater dying to show it to my eight-year-old daughter who was sure to identify with it. But the film's July 23 release came and went without us seeing it. It just wasn't worth the expense to truck my budget-conscious family down to the cineplex, even for a matinee. We can easily wait for DVD.
What do you think? Have these rising prices gotten to be too much for you? Are you still willing to fork it out for the premium movie-watching experience? Let us know.
Comments
We've received a lot of response to this article. Lots of people obviously feel very passionately about the continual rise in ticket prices -- and rightfully so.
While we don't regularly post all the reader comments we receive, I thought the following was very insightful. It comes from John in California:
I wholeheartedly agree that ticket prices are outrageous now. I am a 22-year-old college student and a huge film buff. The bulk of my entertainment comes from music and movies, although I attend open gym volleyball all the time. But it has gotten way too expensive to go to the movies anymore. I live about 30 miles away from Hollywood and at the Arclight Theater in Hollywood, my favorite movie theater, tickets cost roughly $15. Considering the location and the quality, the price is not unreasonable when you're seeing a great movie. However, this trend of expensive movies is outrageous.
In previous years, I roughly estimated that over the past several years from 2003-2008 (I was less active from 2008 to the present) I spent about $1,000 each year going to the movies. Mind you I spent the bulk of my money going to the movies with friends and on dates. This included food bought at the concessions stand, so maybe $700-$800 per year. That's a lot of money just from one person who regularly attend the movies. However, I have become more reluctant to pay to go to movie theaters unless it's a film I MUST SEE ON THE BIG SCREEN.
It's just ridiculous now. Recently I went to the movies with some friends to the local Regal movie theater to see "The Other Guys" and a regular admission ticket on a Wed. night was $11. Since I was a student I only had to pay $10.50, but $11 for a movie???? It was only a few years ago that I paid barely $8 for a student discount and thought that was a lot. And that's assuming it's not a 3D or an I-MAX film. When Toy Story 3 came out I was able to see it for free in 3D IMAX since a friend of mine works at the theater. Those tickets were $18 a piece! Outrageous, who can afford that.
The quality of films continues to go down each year and the prices keep going up. Why would I pay $11 for a remake of a good film when I can rent the original for a $1 at Redbox or Blockbuster Express? That's the problem with the film industry. They all think we are suckers, but as the figures and stats show less and less people are going to the movie theaters. Ticket revenue is up, but the # of tickets sold keeps going down each year.
Everyone is thinking of the quick buck right now, but no one is thinking long term. You want to have REPEAT customers rather than one time customers and the film industry has forgotten that. Now I just basically rent all my movies through Netflix and if there is a movie I really wanted to see or Really like I just buy it on DVD or Blu-ray because it's way cheaper.
I never understood why certain people would buy every brand new movie release on Tuesday, but now I do...it's cheaper and less hassle. Why pay $44 for your family of four when you can buy the DVD/Blu-ray combo pack of a film for $30 and still have money left over?
John hits the nail on the head in noting how shortsighted Hollywood is. Industry groups like the MPAA are too preoccupied by piracy to see the big picture their business practices are causing. Hollywood hates Redbox but they are the ones who created the scenario which has allowed them to thrive.