By Paul Anthony
Over the years the prices of tickets to see a movie have gone up and they did it quietly. I am sure you have notice the price but said screw it anyway and bought a ticket to go see your favorite movie. Theaters try to justify the pricing by giving you better seats or a bigger screen with a sharper image, we call that Imax. But like many things times have change and the people aren’t flocking to see movies as they once did. Now there are reasons for that, the movies haven’t been that good and people have other ways of seeing it, either through streaming it or bootleg it, so a theatre chain has found a solution or so they hope.
Regal theater has announced in 2018 that will raise the price of their tickets base on the demand and time. Now this is a tactic that sports use. So, this is how it will go, so let’s use justice league for example, so the film is popular now during the peak hours which is usually 5 pm to close will now cost you more, and even more on the weekends, now let’s say the movie like Jigsaw, which right now isn’t that popular will be much cheaper regardless of the time.
Now obviously this supply and demand idea is very new and we may have a few questions. In movies we have sleeper hits which are films that critics believe have no hope but comes out of nowhere and becomes a big hit. Will a movie status change from week to week? Which would be the same for a film that is protected to be a hit but turns into a flop.
Will this idea actually work? I am predicting no and here is why. The cost for one, ticket prices have gone up and people right now are getting tired of it, sure there are people out there that love the flops and will enjoy the films being much cheaper than their usually prices but will people spend more to see the big hits? Sure, in the short term they will spend their hard-working money but won’t be able to keep pace with the popular films.
Regal is taking a risk there no doubt about it, to me it’s a risk that won’t pay off, yes, they will make money in the short term but once the crowd gets sick the prices, they will soon stop going to a regal theater and go somewhere else. Well the prices will take place in 2018 and see how long it will last.