Want to see a 3D movie? Ticket prices go up 20 percent.
Ticket prices for a 3D movie rose Friday in markets across the US. Get ready to spend more for ‘How to Train Your Dragon’ and ‘Avatar.’
Universal City, Calif.
Don and Muffy Sorenson are putting on a good face for the kids.Skip to next paragraph
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“It’s fine, it’s fine,” says Mr. Sorenson, a file clerk, standing in line at the Universal Studios multiplex for “How to Train Your Dragon” in 3-D. “If you want to have a good time, you have to pay for it.”
On Friday, the ticket price for a 3-D movie at that theater rose to $15 – a $1 increase.
“I don’t know how much more of this we can take,” whispers his wife.
In markets across the United States, ticket prices for 3-D movies jumped more than 20 percent Friday. Chains including Regal Entertainment Group, Cinemark Holdings Inc., and AMC Entertainment Inc. are trying to capitalize on the hits “Avatar” and “Alice in Wonderland.”
In Danvers, Mass., that means prices for 3-D movies are rising from $14.50 to $17.50. And at a Seattle multiplex, a regular 3-D showing is now $15, up from $13.50. For IMAX 3-D, it’s now $17, up from $15.
“This is a very dangerous situation for the movie industry,” says Paul Dergarabedian, box-office analyst for Hollywood.com. “When is too much too much? The demand has been huge, but theater owners should not just think that they can charge whatever they want, because there is a point when people will literally just stop coming because they can’t afford it.”
Even though last year’s box-office revenue hit $10.6 billion (a record), and this year is 10 percent ahead of last, 30 percent of the 2010 box office is from just two films, “Avatar” and “Alice in Wonderland,” Mr. Dergarabedian says.