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Theaters slowly raising ticket prices for 3D and Imax

03.25.2010

The success of ALICE IN WONDERLAND has proved one thing: people will pay to see any piece of crap in 3D. I make no secret that I didn't love ALICE but I think what bothered me the most about that movie was how terrible the 3D was. Would I have enjoyed it more in 2D? Probably not but I don't think I'd have been as distracted by the awful 3D conversion process.

Theater owners can see though that people are willing to shell out a couple extra bucks to see a movie in 3D so what do you think they're going to do? Price gouging! They're going to actually make that premium higher so they can fleece the movie-going public.

According to a survey by the Wall Street Journal, 3D ticket prices have risen on average $1.50 across the United States with the cost almost doubling in cities like New York and Los Angeles. The average cost of a 3D ticket has increased from an average of $13.60 to $14.73 and if you want to see it in Imax 3D? Well that'll cost you $16.63 on average (up from $15.13).

Starting this weekend for HOW TO TRAIN YOUR DRAGON and continuing into CLASH OF THE TITANS, 10 major theater chains will be jacking up their ticket prices an average of $1.13 for 3D and $1.50 for Imax 3D. Said the report, "If consumers absorb the price increases without issue, we believe it bodes well for the pricing power of the movie exhibition industry." OK well who says we as consumers have to absorb the price increase without issue? We're the ones paying to see sub-standard 3D conversions. It was a novelty at first but with the price increasing in this struggling economy, I hope more consumers take pause and decide to save their money.

Extra Tidbit: It's almost cheaper to take your family to a live sporting event than a movie.
Source: Variety

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6:07PM on 03/29/2010
I have to agree with you there. There are tons of movies coming out and it seems that people make a movie 3D just to get more money out of it (can't blame them, but people actually buy it). Then you get a movie like Avatar, that movie had great reason to be a 3D film. With all of the visual effects it did great. When you have something like Alice in Wonderland though, it just doesn't make sense and it does distract from the movie itself.
I have to agree with you there. There are tons of movies coming out and it seems that people make a movie 3D just to get more money out of it (can't blame them, but people actually buy it). Then you get a movie like Avatar, that movie had great reason to be a 3D film. With all of the visual effects it did great. When you have something like Alice in Wonderland though, it just doesn't make sense and it does distract from the movie itself.
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10:58PM on 03/25/2010
2D all the way for me since I have problems seeing 3D anyway since I wear glasses, but ys this craze will end soon
2D all the way for me since I have problems seeing 3D anyway since I wear glasses, but ys this craze will end soon
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6:57PM on 03/25/2010
I don't know if its the same where you are but the chains already screw you on the snack food $10.50 for a large coke and popcorn and $18-$20 to see a 3D film is daylight robbery.Australian Prices.
I don't know if its the same where you are but the chains already screw you on the snack food $10.50 for a large coke and popcorn and $18-$20 to see a 3D film is daylight robbery.Australian Prices.
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7:58PM on 03/25/2010
Yup. The Australian 3D ticket price is often a Stopper for me.
How badly do I want to see this movie? Do I really want to spend that much to see this movie?
Yup. The Australian 3D ticket price is often a Stopper for me.
How badly do I want to see this movie? Do I really want to spend that much to see this movie?
10:29PM on 03/25/2010
No kidding about the concessions. Way too much money for popcorn and a pop. But I imagine that's how most theaters make money.
No kidding about the concessions. Way too much money for popcorn and a pop. But I imagine that's how most theaters make money.
3:03PM on 03/25/2010
I haven't seen any live action 3D movies besides Avatar so I have no basis to judge. Was the Alice in Wonderland 3D that bad? I kind of want to see it now just to make that comparison.
I like the picture of James Cameron at the top of the article by the way.
I haven't seen any live action 3D movies besides Avatar so I have no basis to judge. Was the Alice in Wonderland 3D that bad? I kind of want to see it now just to make that comparison.
I like the picture of James Cameron at the top of the article by the way.
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1:39PM on 03/25/2010
Looks like I'm going to keep paying to see 2-D movies as I have for 20+ years.
Looks like I'm going to keep paying to see 2-D movies as I have for 20+ years.
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12:55PM on 03/25/2010
This 3D nonsense has to stop sooner or later... that's what I thought to myself about a month ago. Since then, it's been announced that every major action movie coming out over the next 2 years will be in 3D. Green Lantern, the new Spider-Man, even Alan Horn of Warner Bros. has said every comic book and tentpole movie the company has coming out will be in 3D from this point forward. IMAX, which I loved when my town finally got it in late 2007, is now forever lost to 3D movies. Iron Man 2 seems
This 3D nonsense has to stop sooner or later... that's what I thought to myself about a month ago. Since then, it's been announced that every major action movie coming out over the next 2 years will be in 3D. Green Lantern, the new Spider-Man, even Alan Horn of Warner Bros. has said every comic book and tentpole movie the company has coming out will be in 3D from this point forward. IMAX, which I loved when my town finally got it in late 2007, is now forever lost to 3D movies. Iron Man 2 seems to be the final 2D flick showing there for years. What really pisses me off is that the 2D versions of the 3D movies are shoved into the crappy little theaters in the back to the building with lousy picture and sound quality. It's as if the theater owners are saying, "You don't wanna pay extra for 3D? Then fuck you!" This is a sad time to be a movie fan. The question is, how do we stop it? Can we stop it? Will this just be a fad we have to ride out, or is this what movies will be from now on? This sucks for us folks who love movies and love the movie-going experience.
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+7
12:15PM on 03/25/2010
I think that movie goers will wise up eventually and be able to tell good 3d from bad 3d and therefore not be as supportive of it. I can't blame people for the Alice in Wonderland craze because that was coming straight off the heels of Avatar, which was an amazing experience in 3D.

So I just think it will take a movie or two for people to realize not all movies labeled "3D" are going to give the same experience as Avatar...at least not until film makers start making movies from the ground
I think that movie goers will wise up eventually and be able to tell good 3d from bad 3d and therefore not be as supportive of it. I can't blame people for the Alice in Wonderland craze because that was coming straight off the heels of Avatar, which was an amazing experience in 3D.

So I just think it will take a movie or two for people to realize not all movies labeled "3D" are going to give the same experience as Avatar...at least not until film makers start making movies from the ground up in 3D form on a regular basis.
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+10
11:59AM on 03/25/2010
I've only seen one movie in 3D. Avatar. And until another movie comes out that demands to be seen with that third dimension, I will go to the 2D movie, if I go at all.

Besides, after a while my head starts to hurt watching 3D.
I've only seen one movie in 3D. Avatar. And until another movie comes out that demands to be seen with that third dimension, I will go to the 2D movie, if I go at all.

Besides, after a while my head starts to hurt watching 3D.
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10:51AM on 03/25/2010
Let's face it, people are going to submit to these increases regardless, because John Q. Moviegoer just wants a show and will not mind boning up more money than they can afford if it means watching a movie of questionable quality in 3D. 3D is a cash cow and they're just doing what anyone would, they're making moolah off of a cash cow, and the public WILL go along with it, because that's just how it is these days. No one is going to protest this, because no one is going to care much.
Let's face it, people are going to submit to these increases regardless, because John Q. Moviegoer just wants a show and will not mind boning up more money than they can afford if it means watching a movie of questionable quality in 3D. 3D is a cash cow and they're just doing what anyone would, they're making moolah off of a cash cow, and the public WILL go along with it, because that's just how it is these days. No one is going to protest this, because no one is going to care much.
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10:46AM on 03/25/2010

Vote with you wallets

While I enjoyed the Alice movie, I thought the 3D conversion was shit. We need to vote with our money and let it known that we will only stand for films actually shot in 3D like Avatar

Think of it this way. If a visually stunning movie like Alice in Wonderland can't get 3D conversion right, how crappy do you think the rest of them will look?
While I enjoyed the Alice movie, I thought the 3D conversion was shit. We need to vote with our money and let it known that we will only stand for films actually shot in 3D like Avatar

Think of it this way. If a visually stunning movie like Alice in Wonderland can't get 3D conversion right, how crappy do you think the rest of them will look?
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+4
10:39AM on 03/25/2010
Who here is going to stop though? People still pay outrageous prices for cigarettes. Granted the comparison might be a bit extreme, but you get the point.
Who here is going to stop though? People still pay outrageous prices for cigarettes. Granted the comparison might be a bit extreme, but you get the point.
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+5
10:30AM on 03/25/2010
"If consumers absorb the price increases without issue, we believe it bodes well for the pricing power of the movie exhibition industry."

....or we just stop going...period.
"If consumers absorb the price increases without issue, we believe it bodes well for the pricing power of the movie exhibition industry."

....or we just stop going...period.
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+7
10:25AM on 03/25/2010
I highly doubt there's anything the public can do to stop this. Even if the entire Joblo community sees Clash of the Titans 2D or just not at all, the prices aren't going to drop. There has to be a successful line of absolute 3D failures to either nix the fad or lower prices. People will pay is what it amounts to.
I highly doubt there's anything the public can do to stop this. Even if the entire Joblo community sees Clash of the Titans 2D or just not at all, the prices aren't going to drop. There has to be a successful line of absolute 3D failures to either nix the fad or lower prices. People will pay is what it amounts to.
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