Movie ticket prices increase 8% to highest level in a decade

Apparently Hollywood didn't get the memo that prices are supposed to stay low when the economy is in a slump.

The National Assn. of Theater Owners reported Tuesday that the average ticket price in the first quarter of 2010 was $7.95, jumping 8% from $7.35 in the same period last year. That's the largest yearly increase since the association started tracking quarterly ticket price data in 2001.

The increase comes as consumer prices have risen mildly in the nation. During 2009, the consumer price index rose just 2.7% before seasonal adjustment, according to the U.S. Bureau of Labor Statistics.

The primary culprit at movie theaters is 3-D. The three highest-grossing movies in the first three months of 2010 -- "Avatar," "Alice in Wonderland," and "How to Train Your Dragon" -- have all generated the majority of their box office on screens that play the movie in digital 3-D and carry ticket price surcharges.

Although the theater owners association doesn't break out the average surcharge to see a movie on a digital 3-D screen, analyst Barton Crockett at Lazard Capital Markets recently estimated that it is now between $3 and $3.50. That includes the impact of large-format Imax 3-D screens that often cost $5 extra.

Prices are significantly higher in certain urban markets, including Los Angeles, where prices for 3-D movies are now as high as $19.50.

As a result of the rapidly rising prices, total box office revenue rose 8.6% in the first quarter, according to the theater owners association. However, not many more people went to movies. Attendance was up just 0.5%, with 334.9 million movie tickets sold in the U.S. and Canada.

"There's a really good chance that the average ticket price is going to continue to be significantly higher [than last year] based on 3-D attendance," said Patrick Corcoran, director of media and research for the theater owners association.

He noted, however, that the average ticket price is still lower than it was 40 years ago. Adjusted for inflation, going to the movies in 1969 cost $8.42, the association estimates.

-- Ben Fritz

Comments

[mike]

paid 13.50 for the 2D version of alice. movies have priced me out. think ill play poker instead.

[Ryan]

I used to go to the movies every weekend. Now I just wait for most of them to come out on DVD. $1 on Redbox is far more preferable to $11-12 per ticket for "the theater experience."

[Scarlet Panda]

Theaters here are 6.25-6.50 for before 6:00 and 8:25-8:50 in Pensacola, FL with I believe $2 more for 3D movies. With concessions and such, we're still looking at about $25+ for a movie visit. We have mostly cut back to just action films/special effects type films in theaters and waiting for DVD for the rest.

[F'N Hollywood]

As if these d-bags aren't making enough money! And for what usually amounts to CRAP! I can't even remember the last truely amazing theatre experience that I had!

After tickets, concessions and sometimes parking (for some people), for a couple to go watch a movie it costs upwards of $50.00!... WHAT. THE. ****. IS. THAT?

[asimmons17]

In the long run I think raising ticket prices just because of the current 3-D craze is a bad idea. So far the I havent really seen any decent full 3-D films other than Avatar. Alice and Wonderland was okay and Clash of the Titans wasnt all that great. As a result I am going to be really selective about what movie I see in the near future and I have a feeling other people are going to be doing the same due to the jump in ticket prices and lack of quality in the recent films that have been released. Thats just my opinion but I know for certain im cutting back on movies because of higher prices.

[Ryan Sexton]

This is just ridiculous. I mean after I sit through the six previews the theater is getting paid for, the mountain dew commercial, the video game commercial, and the car commercial my ticket really should be like 4 dollars.

[Drew]

I wanna understand, these Hollywood pinheads want me to pay MORE MONEY for movies that SUCK! ok...that makes sense

really their product sucks, their so-called movie stars HATE half their audience, and they RAISE ticket prices during an economic downturn...brilliant......later Hollywood

[ballerina]

I'd rather pay Wall Street people!

[Steve]

Wow, prices for tickets went up almost 4 times the rate of the consumer price index?!?!?! Let's just make seeing movies a "right" and have the Government take over the industry!!LOL

[A]

They can keep tehre price hikes. Wait for Blu-ray and if that gets out of hand on prices just start Downloading. Who is the real thief here? The people who are downloading or the people who are charging an arm and leg for 90 mins of garbage.

[higgins1990]

I didn't step foot in a theater in 2009, and so far haven't stepped foot into one in 2010.

[Whocares]

Rarely give them any money. Hollywood has to raise prices. People aren't buying what they're selling. It's an undeclared boycott by the people. Receipts are down now they'll soak their adoring faithful for all they can. Hollywood's self appointed, self important elite made a huge mistake when they entered the realm of insipid political opining. They can look to themselves and find the answers to their failure.
Most of their films are re-makes, sequels, violent, graphically sexual, political propaganda, etc. etc.. They stink!

These whining liberals may have to downgrade their high living, big spending life styles. Now, wouldn't that be too bad.

[Dan]

As an avid filmgoer it really is mindboggling how prices in Seattle have soared in the past 2 months. To save money I try & go to AMC Theaters AM Cinema that is only $6 before noon 7 days a week. With my rewards card I'll score free movie tickets & I'll go to Costco & buy 2 tickets for $15.49 at Regal & $15.59 at AMC. There also are independent theaters that get 1st runs & charge anywhere from $5 to $8. No bells or whistles like 3D & NO COMMERCIALS

[dave]

Hey guys, do you really need to bring up politics here? As if Republicans aren't just as money hungry as liberals.

Seriously, get over yourselves.

[Francis]

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[Peter]

I do not approve of this riculous increase in movie ticket prices. The movie industry does not care about the opinions of there customers they only care about their profits. I do not know what the cause of this strange act in the economical problem we have but if it does not stop they could be one reason this country will fall.

[jordan 12]

What is the key ingredient of challenging people that enables them to succeed?Why do they endure the hard times when others are overcome by them? Why do they win when other people shed? Why do they soar when other people sink?

[hal]

Soon no one will be able to afford a movie

[las vegas restaurant deals]

If they will continue increasing the prices of tickets, then they just expect that the theaters will be as gloomy as a house that is mourning.