CATEGORIES Action, Animation, Warner Brothers, Box Office, Exhibition, Family Films, Movie News, UK Box Office, Cinematical, UK Box OfficeYou asked for it; you got it. Well, you didn't ask for it directly, but you retroactively demanded an increase in movie ticket prices by going to see Clash of the Titans this past weekend, allowing it to break an Easter weekend record. Don't be shocked if more cinemas now follow the others in raising prices. According to Hollywood.com's box office tracking unit, that price bump I wrote about two weeks ago, mainly for 3D ticket prices, has not hurt the industry. Another analyst at Wall St. firm BTIG calls the box office numbers "a very encouraging sign that consumers didn't seem overly concerned about the ticket price increases."
Part of the proof is in the success of How to Train Your Dragon, the first 3D movie greeted with the increased charges. And that's a film very deserving of your money. However, just because something is worth seeing doesn't mean it's worth seeing at any cost. Unless you have spoiled kids, perhaps, who won't stand for your telling them that the family is boycotting the local theater for economic reasons. As for Clash, every film site I frequent implored people to avoid the 3D version, but I guess not enough people read movie blogs in this country.
Following my post on the price increase, Dawn ranted about the "psychotic business model" on display, asking, "Has no one explained to [exhibitors] that we don't have any money?" Unfortunately, an attempt to argue that Americans can't afford these prices is moot, because it's clear moviegoers do have the money, and can pay more, and will. Once again, the entertainment industry triumphs in spite of a recession.
What may be interesting, though, is if there's any sort of backlash to the whole "fake 3D" thing. I can't gauge yet if most people were satisfied or disappointed with Clash. But so far it doesn't seem to have been that big an issue for average moviegoers. That's probably for the best, too, because if Hollywood and theater owners caught on that there was a difference in demand for "real 3D" over "fake 3D," they'd likely keep the fake at the current 3D prices and raise the cost of real 3D even more.
And audiences would still continue to dig into their savings for the spectacle.