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 “experiments” with cheaper tickets for some movies if they might lure back people who are staying home.
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.
In the latest quarter, Cineplex leaned on premium Imax and UltraAVX tickets for the “Avatar” sequel and other blockbusters to help turn around a loss. Concession revenues still managed to reach a new high of $8.93 per person as moviegoers gobbled up pricier snacks, while box-office revenues hit a record of $13.06 per person driven by those premium-priced tickets.
The movie stars Jane Fonda, Lily Tomlin and football quarterback Tom Brady, and is squarely aimed at older audiences.Also this week, AMC announced it will soon charge different ticket prices depending on where the seat is located inside the theatre. The move was immediately met with backlash from moviegoers, including actor Elijah Wood who tweeted it would “penalize people” who couldn't afford it.
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