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This topic comprises 3 pages: 1 2 3
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Topic: Pricey Movies-Experts discuss why
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Mike Frese
Master Film Handler
Posts: 465
From: Holts Summit, MO
Registered: Jun 2007
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posted 05-01-2011 07:56 AM
http://www.lehighvalleylive.com/today/index.ssf/2011/05/local_movie_theater_owners_and.html
Local movie experts discuss why going to the movies isn't as cheap as it used to be
Sunday, May 01, 2011
By Dustin Schoof
The Express-Times
Going to the movies used to be a relatively inexpensive afternoon getaway or date night staple.
These days, a trip to the local multiplex can be as expensive as taking in a professional baseball game, once the cost of the movie ticket and concessions are factored in.
So why is going to the movies so expensive? The answer, according to those in the industry, isn't as clear-cut as you would think.
Making money
Moviegoers tend to see the biggest dents in their wallet at larger multiplexes. But Jeremy Devine, vice president of marketing for Rave Motion Pictures, says the theater makes most of its profit from concessions, not ticket sales.
He says the bulk of revenue earned through ticket sales goes back to the studio. Devine says inflation has also played a part in driving up the price of a movie ticket -- not to mention a sluggish economy and a general dip in movie attendance across the country. At Rave, an adult ticket for a traditional 2-D film costs $10; $7.50 for a matinee.
By comparison, Regal Cinemas, which has locations in Pohatcong Township, Lower Nazareth Township and Bethlehem Township, Pa., charges $10.75 and $8.50 for matinees.
A representative for Regal could not be reached for comment.
Devine says prices, despite the high cost, are actually on par with other sources of disposable income spending. He says he understands audiences' nostalgia for their youth and old movie palaces, but stresses that installing stadium seating, digital screens and other nuances is necessary today to give audiences the most for their money.
He says he hopes such state-of-the-art technology will make people forget about the rectangular theater complexes of the '70s and '80s and what he describes as "postage-size screens." Devine says construction and technology costs are also rolled into the cost of a movie ticket -- a vital aspect of competing with the home theater market.
Rave's Upper Saucon Township location at The Promenade Shops at Saucon Valley recently installed an IMAX screen -- the first of its kind in the Lehigh Valley.
An additional $5 will be added to the cost of a traditional 2-D film shown on the IMAX screen and $7 more for a 3-D IMAX showing. Devine says the cost of 3-D glasses and technology such as digital cameras and lenses can be attributed to the higher IMAX and 3-D ticket costs.
"The kind of technology and buildings we put up are extremely expensive," Devine says. "We certainly know that we want the communal experience of going to the movies to survive."
The resurgence of 3-D movies -- thanks in large part to the success of James Cameron's 2009 science-fiction epic "Avatar" -- has led to many multiplex chains installing 3-D-friendly cameras and screens. Devine says Rave is lowering the price of its non-IMAX 3-D screenings from an additional $4.50 up-charge to $4.
But as more and more films are released in 3-D -- "Fast Five," "Thor," "Green Lantern," "Captain America: The First Avenger," "Pirates of the Caribbean: On Stranger Tides" and "Harry Potter and the Deathly Hallows: Part 2" are among the 3-D films slated for release this year -- higher ticket prices have become commonplace as demand for the technology continues to grow.
Theater versus theater
Ryan Hill, program manager of comedy and cinema at the ArtsQuest Center at SteelStacks in Bethlehem, says movie theaters are up against advances in home theater. As luxuries such as 3-D television sets and Blu-ray players become more affordable and the popularity of Netflix, Red Box and on-demand movies grow, theaters are facing stiff competition.
Hill says as more and more theaters upgrade their theaters to keep up with technology, other costs such as electricity and staffing are factored into the overall cost of a trip to the theater.
"In general, movie theaters are now competing against people's home theaters, which are getting nicer and nicer," Hill explains. "It's a battle between the movie theater and the home theater."
He says Frank Banko Alehouses at SteelStacks offer movie fans a more unique and intimate experience by focusing on independent, art-house and foreign films that they would typically have to travel to New York City or Philadelphia to see -- with ticket prices ranging from $7 for ArtsQuest members to $9.75 for nonmembers.
"We're going to be showing films you can't really see anywhere else," Hill says.
Being realistic
Washington Theatre owner Marco Matteo says he takes a realistic approach when setting prices. At the end of the day, he says, it's about the customer.
"I'd rather have more people spend less money," Matteo says. "In return, people are very appreciative. I'm trying to be realistic. Everybody knows what the prices cost these days. You've got to give people a chance."
The Washington Township, N.J.-based theater-- which uses traditional 35 millimeter cameras-- charges $7.50 for adults and $5 for matinees for first-run releases. Matteo says he dropped the matinee price from its original $6.
"After talking to people and realizing it's a family theater, I went back to $5," Matteo says. "It made perfect sense. I think it's pretty reasonable."
The theater also hosts a family night Wednesdays when the featured film is not age-restricted, charging a flat $5 ticket fee.
"It gives people a chance to save a few bucks and have a day out with their kids."
Looking ahead
Despite the rising cost of going to the movies, one thing is certain, Hill says: sitting in a theater and watching a film come to life on a movie screen is an experience you can't replicate in a living room or anywhere else.
"(Going to the movies) is still the place to be," Hill says. "It's the destination people go to in the end. You still can't see a movie (at home) when it first comes out."
Exposed Editor Dustin Schoof can be reached at 610-258-7171 or dschoof@express-times.com. Talk about entertainment at lehighvalleylive.com/forums.
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