Theater owners are going to shoot themselves in the foot. Actually, they probably already have by raising 3D movie ticket prices.
“Variety” (http://www.variety.com) says the upcharge for 3D tickets has risen from an average extra US$2-$3 to $3.50 or more in many cases, and even $5 in some theaters in such markets as Los Angeles and New York. These numbers exclude Imax 3D ticket prices, which have always been significantly higher.
The hike in 3D prices will boost both returns to exhibs and distribs, with studios receiving 45% to 55% of total box office, depending on the film and how many weeks it has been playing, notes “Variety.”
Some are saying the price increase will help spur installation of the high-priced 3D technology in theaters. Others are saying that the price hike may price folks right out of the theater.
I think the latter group is right. With the success of the 3D versions of “Avatar” and “Alice in Wonderland,” the ticket price increase smacks of greed. In these tight economic times, even those who are still willing to spend moolah for entertainment may say enough is enough.
And that will have a trickle-down effect on the TV and computer industries. 3D HDTV sales are expected to be hot this year. And 3D computer screens will inevitably follow.
Unless the greed throws a monkey wrench in the whole shebang. Exhibitors, remember this: unlike what Gordon Gekko (that’s the character in “Wall Street,” not the gecko in the Geico commericials) said, greed is not good. And, in your case, it could prove costly.
