The next time you head to the big screen, the ticket price could be even bigger. Some analysts say you’ll pay nearly $20 for a ticket to a 3D movie. Richard Greenfield of investment firm BTIG told USA Today that theater owners believe consumers are willing and ready to pay extra for 3D after the success of hits like Avatar and Alice in Wonderland. “Consumers are so ‘hungry’ for 3D content…that they will not mind paying substantially higher prices,” says Greenfield.
This weekend, the release of How to Train Your Dragon will mark the latest significant hike in prices. Greenfield surveyed ten theaters in a variety of cities and found prices were increasing an average of 4.1% for adult tickets to the 2D showings of How to Train Your Dragon, while the average ticket for the 3D version was going up 8.3%. Those wanting to see the film in IMAX 3D will pay nearly ten percent more for tickets.
Another analyst with JP Morgan found that people who want to see How to Train a Dragon in 3D will pay about $3.80 more than the screens showing it in 2D. That’s a 15% increase compared to the same tickets selling for the movie Alice in Wonderland. If you live in a major city like Boston or New York, a 3D film will cost you about $7 more than the 2D version, according to a CBS News report. For a family of four that’s $68 on tickets alone– not counting the popcorn.
The increase you will see at your theater
depends on who owns the chain. Some theater chains are increasing ticket prices on all seats, while others are just bumping up IMAX prices. AMC and Regal, two of the largest chains are among those planning hikes. In most cases the higher prices will begin today which means date night just got a little more expensive for millions of Americans.
Many in the industry believe people will pay more for 3D. Last year 3D movies accounted for 10% of the box office total, bringing in $1.5 billion dollars and there were just 14 3D films. This year 19 of them will make appearances in movie theaters. Paul Dergarabedian, box office president of Hollywood.com told CBS News, “Where is the tipping point? I think that’s the key. When does it get too expensive that people make a decision not to go to the movie theater?”
Image courtesy of NASA Goddard Photo and Video
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Tags: Tickets, IMAX, 3-D films, How to Train Your Dragon, Film, Movie theater
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