https://www.instagram.com/p/CY0BNVuJBuZ/
AMC Theater’s Groups CEO Adam Aron made a bold announcement to his shareholders recently that has generated much discussion. Aron announced that AMC raised the prices for The Batman tickets and only The Batman tickets this past weekend. When news of the superhero surcharge leaked to the public, fans, producers, and studio execs pounded their fists about price gouging. They claimed that this cash grab was going to curtail the movie’s opening weekend. Not only did it not hurt The Batman’s opening, they aren’t the first movie theater chain to do it.
In the wake of AMC CEO Adam Aron’s announcement during a recent earnings call that he’s raised ticket prices specifically on The Batman, there are some studio executives and producers who are miffed.
It’s an audacious move at a time when moviegoing is desperate for a rebound following a financially disastrous pandemic, which saw circuits shutter for arguably a year.
However, there are an array of opinions on this topic, ranging from Aron’s move being a “nothing burger” to filmmakers and producers thinking that a new caste system of movie classification is on the horizon, i.e. if you’re not the director of a Marvel Cinematic Universe or DC title, well then you’re Ed Wood, and there’s no reason for the greater populous to buy a ticket to your movie.
First of all, AMC’s price surge (that’s what it is, I’m told — not variable, no dynamic) on The Batman is nothing new. In fact, Regal and Cinemark already hiked prices during Spider-Man: No Way Home’s opening weekend, and they did so again for The Batman. Note, the major studios have no input or sway in regards to what exhibitors charge ticket-price wise for movies.
EntTelligence reports that 20 million people stateside saw Spider-Man: No Way Home during weekend one versus 9.5M for The Batman. The disparity in box office openings boils down two different types of IP and their demand, not pricing: One is a reboot of a popular dark superhero, and the other a carnival which is the crossroads of the Marvel Cinematic Multiverse. Batman is also 25 minutes longer than Spider-Man, which arguably means more showtimes than the near 3-hour Matt Reeves directed The Batman.
No. 2 theater circuit Regal was charging $13.73 on average during Spider-Man‘s opening, above their average ticket price of $12.91. Cinemark was charging $11.19 on average for the Jon Watts-directed title vs. $10.63 while AMC that weekend charged an average of $13.92 to a regular price ticket of $13.21. This weekend for Batman, AMC’s average ticket price was $14.50 (vs. $13.22 regular ticket price), Regal’s was $13.44 (vs. $12.67) and Cinemark’s $11.25 (vs. $10.25)
[From Deadline]
So Regal and Cinemark are doing the same thing as AMC, they just aren’t saying it out loud. And neither Spider-Man: No Way Home nor The Batman were hurt but the price boost. AMC is in a great deal of debt. They have to do something or fold. However, when they told their shareholders about the ticket hike, they increased their share price 4% following the call. And they generated additional revenue from the ticket sales. Practically speaking, a blockbuster bump makes sense. People are slow to return to the theater except for blockbusters so getting a couple extra dollars for them will keep doors open for now. And with the incredible opening weekend The Batman had, combined with the anticipation both DCEU and MCU fans are generating, it might be the boost theaters need to get back on their feet.
But is it fair to us, the ticket holder? This is probably not going to be a popular opinion but I’m okay with it. If I could vote, I’d would rather not increase ticket prices but if struggling theaters have found a way to weather the post-pandemic slump, I will shell out an extra dollar to see my superhero films. As the article also suggested, what crushes me at the theater is the cost of concessions. I frequently plan to eat before or after the film as a result. But kicking in an extra $1 to see certain films on a big screen is something I am willing to do. Plus, by making smaller or independent film a less expensive ticket, it incentivizes people to see those for their night out. And maybe people will stop bagging on superhero films and the people who go see them, because we are literally being charged for our audacity of wanting to be mindlessly entertained by them.
https://www.instagram.com/p/CZM4C58puR_/
https://www.instagram.com/p/CXBg551sMhV/
Embed from Getty Images
Photo credit: Instagram and Getty Images
Source: Read Full Article
