According to Variety, the big bump begins this week with the release of How to Train Your Dragon. Apparently a Wall Street survey finds that some chains are raising their ticket prices by 26% for the 3D version of the new DreamWorks Animation feature. That's the result of 10 theaters upping regular 3D surcharges by 8.3% and IMAX 3D surcharges by 9.9%. Average adult cost for 3D will now be $14.73 rather than $13.60 for normal size screen and $16.63 rather than $15.13 for IMAX. Some cinemas are reportedly only increasing the adult prices.
The key for those of you (and surely there are many) who don't like the sound of this news is to protest rather than continue complaining. Boycott the theaters that are exploiting you for making Alice in Wonderland such a blockbuster hit. Variety quotes the survey report as claiming, "if consumers absorb the price increases without issue, we believe it bodes well for the pricing power of the movie exhibition industry."
So, who has an issue, and what will you do about it? And who is fine with "absorbing" the higher cost?