TORONTO — While audiences rush back to theatres to catch “Avatar: The Way of Water” on pricey Imax screens, the head of Cineplex Inc. says he’s open to…
Chief executive Ellis Jacob said Canada’s biggest movie chain is looking at “different pricing for different types of product,” which this month included a rare discount on tickets to “80 For Brady.” The comedy is aimed directly at senior citizens, a demographic that’s been reluctant to return to the movies.Sign up to receive daily headline news from the Calgary Herald, a division of Postmedia Network Inc.
The company reported a profit of $10.2 million to end the calendar year, compared with a loss of $21.8 million in late 2021. The results were equivalent to 16 cents per diluted share or 34 cents per diluted share a year earlier.The “Avatar” sequel and “Black Panther: Wakanda Forever” were bright spots in the period, which faced a drought of new movies and moviegoers.
While some moviegoers are willing to pay for more expensive nights out, Jacob said lowering the cost of tickets might make sense in other instances, though it would depend on the Hollywood title. While Jacob didn’t rule out a similar move at Cineplex, he said it’s not something the company is looking at right now and that he intends to be “very careful” when considering such models.
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