Movie Theater Owners Might Lower Ticket Prices One Day A Week To Boost Attendance

I often find myself thinking, “Oh, I really want to see that movie.” But do I go to the movie theater? No, more often than not I wait for the desired flick’s rental release because who wants to spend that kind of money on a single theater ticket? I’m not alone — movie attendance is down across the country, prompting theater owners to mull making tickets cheaper one day a week to bring in audiences.

After another dismal year for movie theater attendance in 2013, which saw box-office sales rise only because of higher ticket prices, an association of theater owners is thinking of offering weekly discounts, reports the Wall Street Journal.

The National Association of Theatre Owners is in the early stages of talking to theater chains and movie studios to try out a promotional program that would cut ticket prices one day per week, officials said. That magic cheapie day has yet to be determined, but if approved, the program will start in one state sometime this year.

Everything sounds a bit vague right now, but it could be a lot like similar programs in Canada and Latin America. The lower prices would run all day, sort of like an extended matinee pricing idea. All the chains would have to be in it together to make it work, otherwise one theater could undercut the others’ businesses.

Prices wouldn’t be a standard discount across the board, with the association just providing the concept for everyone to work on together.

“There is a portion of the populace who can’t afford to go to the cinema on Friday night,” the association’s president, John Fithian, speaking at CinemaCon, an annual convention for exhibitors and studios.

That portion is pretty much anyone who doesn’t want to shell out $10 or more when there are all the comforts of a home theater and your own cheap snacks.

Fewer Americans Go to the Movies [Wall Street Journal]

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  1. Instegone says:

    The local theater near me in VA (run by Cinemark) does $5 all Tuesday and any show before noon most days is only $5.25

    • jdgr says:

      The two theaters near us also have $5 Tuesdays (all day) and a matinee price. They also have $5 Wednesday for any students (all day as well). They then run specials on concessions those days, too, to hopefully get people in the doors AND buying foodstuffs.

  2. pguyton2 says:

    I wish there were a way for me to pay the ticket price + a reasonable fee that is about what I would pay for concessions to the theater and just watch it once at home on opening night, the theater experience is horrible.

  3. nomdeweb says:

    My local theater here in Arizona has $5 Tuedays (all movies $5, $6 for 3D) and free popcorn Wednesdays (regular price movies). It’s *GREAT*. The wifey and I have a long standing “date night” every Tuesday and we go see a movie.

  4. rmal says:

    And exactly how is this not price fixing?

    The real problem is not ticket prices. The problem is too many crappy movies that rely on CGI and not story and an industry that has failed to respond to changes in their customer’s viewing habits. With large screen, HD, surround sound home theaters, people want to consume their content in their own houses. Hollywood needs to get on board with this change or the number will continue to decline.

    Sure, I go to a few blockbusters a year. But mostly I wait until I can find the movies I want in the format I want. I suspect I’m not alone in this practice.