Several theaters in New York City tested the waters on $20 movie tickets this past weekend.
According to the New York Times, IMAX 3-D showings of the latest “Shrek” movie charged $20 for admission.
That doesn’t include popcorn or a soda folks. That’s just to get in the door to see the movie.
The increases weren’t officially announced, but were reflected in prices posted Wednesday on movie-ticketing Web sites such as Fandango.com and tracked by BTIG LLC media analyst Richard Greenfield.
“With the state of the economy remaining questionable, we worry pricing is simply moving up too quickly,” cautioned Mr. Greenfield in a research blog post, adding that he was especially concerned about how quickly children’s ticket prices are increasing. “The danger is scaring consumers away from the movie theaters.”
This weekend’s price increase come less than eight weeks after theater operators instituted some of the steepest hikes in a decade. Those increases in late March—in some cases of as much as 26%—varied theater to theater and focused on 3-D and IMAX showings of another DreamWorks Animation title, “How to Train Your Dragon.” The same AMC theater in Manhattan charged $19.50 for an IMAX showing of “Dragon.”
OMG!
This could really backfire. Because the turnaround to PPV and home video is so quick, taking a family to a movie really doesn’t make sense at that price, especially given how many people now have large screens at home. That move runs the risk of making movies an last option for date night instead of a first one, and that might also lead to fewer spontaneous buys at the ticket counter in the mall multiplex.
I also wonder if that price would make moviegoers more inclined to not see a movie first weekend (not until some friends have seen it to give them a go/no-go), or to walk out of a movie and ask for their money back.
Guess which movies I wont be attending?
I know if I found the movie-going experience lacking I would ask for my money-back if I’d paid $20 for it. Living in the Midwest has led me to believe that prices should reflect quality. I currently pay $10 a ticket (evenings matinees are $7) and think that is way too high for most of the crap they put out now. I know now why all my younger friends really complain about dates.. $40 for dinner (still cheap) and another $40 for a movie +drinks… ridiculous. I know I will definitely be waiting on friends reactions to any questionable movie from now on.
How About No. Five people in my family attend a movie. $100? no way. Especially for something panned as badly as shrek 4 has been.
Holy crap!
I’d rather pay a bit extra and see the Broadway musical “Shrek” that’s 3-D because it’s REAL.
For $20, I might see a full concert filmed in IMAX, not in 3D thank you.
This is why I don’t go to the theater anymore. Last night 7 of us watched Avatar on a 96″ 1080p screen on DTV Pay Per View for less than a $1 each. So what if I had to wait 6 months to see it?
Andy, do you have to wipe off the fingerprints and the drool after your friends go back home? Holy cow… I’d have to rearrange *everything* to fit a 96″ screen anywhere 🙂
No silly! Nobody is allowed to touch the screen. 🙂
I have a two word response to this. The second word is “that”. Or “off”. I haven’t decided yet.
Hey, given the exchange rate, that still doesn’t beat some of the movie ticket prices here in Japan, and those theatres aren’t IMAX either. I paid about $24USD to go see Avatar in 3D, on a regular size theatre screen. Welcome to the club NY! 😛
not gonna happen…i don’t go and see movies at $10 now unless I REALLY want to see it on the big screen. I used to just wait and get it on DVD. now for most movies i just wait for netflix and only buy the ones I’ll watch many times over.
No Way will I pay that.