People Are Paying $20 To See A Shrek Movie

The WSJ reports that for the first time, tickets to a movie have reached the $20 threshold. People are apparently paying $20 per adult ticket to see the IMAX version of “Shrek Forever After.”

The theaters showing $20 movies include “the AMC theater in Manhattan’s Kips Bay neighborhood, AMC Loews 34, AMC Loews Lincoln Square and AMC Empire 42nd Street.”

It’s only been a few weeks since the last price increase — when theater operators hiked ticket prices as much as 26% in late March.

There is, of course, some concern that the $20 mark is a price point that psychologically, consumers will find hard to overcome — but there does appear to be a large appetite for 3D and IMAX movies.

The WSJ says that overall box office revenues are up 6% for the year, despite the fact that attendance is down slightly.

Movie Tickets Reach the $20 Mark [WSJ]