The $35 Ticket Stub
Price includes complimentary gizz cleanup
Are Americans ready to pay $35 to see a movie? According to this Variety report, Village Roadshow Ltd., Act III, Lambert Entertainment and the Retirement Systems of Alabama pension fund think so. In fact they're banking $200 million on it.
A five year roll out of luxury theaters is planned, beginning in suburban Chicago and expanding nationwide. Each theater will offer reclining seats, digital projection, a lounge and bar serving cocktails and appetizers, a concierge service and valet parking.
Variety says,
"Idea is that plushing up the current moviegoing experience will encourage auds that typically stay home to watch movies via their pricey home theaters to venture out again. But it's also a way for exhibs to make more money: Concession sales are kept by theater chains, while a little more than half of each ticket sold is split with the studios. Selling sushi and a glass of wine will command higher prices than popcorn and soda."
Maybe so. But I think sluggish box office has more to do with mediocre films than the physical environment audiences choose to see them in. In fact, a recent Yeah I Figured survey asked infrequent moviegoers what contributed to their decline in attendance. Over 85% of respondents cited 'shitty movies'. Other pertinent barriers included:
- 93% said ticket cost.
- 77% said parents who can't afford babysitting
- 8% said 'loud black people'
- 0.02% said 'because of the hottie sitting next to Dot and me giving her boyfriend a handshake like it's pottery class...oh how I wish my cock was his.'
(Editor's Note: Yeah, I Figured staff responses were included in survey results.)
9 comments:
I agree. This is a terrible idea. Make better movies to make better money from movies.
Can I coin that?
$35 for a ticket? Are these people idiots?
I bet they're the same people who don't warn their children against the potential doom of abandoned wells.
These luxury theaters obviously are targeting the 'upscale and affluent' as Variety says.
But these are the very same people who have luxury theaters in their homes or can at least afford them.
Still this novelty separates high society types from us regular folk. And some of them get off on that, so maybe this isn't such a bad venture.
$200 Mil worth? I think no.
The JDot has spoken.
Article says they anticipate 10 million customers per year. I assume once all are open.
Doubtful, but even half that will justify upfront cost. although factoring in operating budget is something else entirely.
If this works, it certainly won't work nationwide.
Basically just the hubs: Hollywood, New York City, Saptown.
I think this would also work in mid-size artsy cities like Madison, Austin, etc.
Sundance is doing well here.
Yeah, but can Madison-ians afford $35 per ticket? Say a family of 4 wants to go see a movie. That's only $140 for an evening.
market research, specifically income ranges broken down says yes. even median income indicates this.
gut feeling says, this kind of theater is not a family outing. and plenty of retired uw alumni love the high life.
these guys aren't idiots like us. there is a niche market in US of already existing 'specialty theaters'. i'm sure the list of locations they targeted are based on extensive market research: income, demographic, behavioral, similar priced products and services.
Yeah, my guess is that this will blow over like a lead balloon.
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