Screen Trade

At a Regal Cinema in Rensselaer, New York, the price for a regular showing of The Lorax is $7.75 while the price for the 3D version of the movie is $13.75. That’s a considerable up-charge, and it’s one that consumers and film fans have gotten used to. Either you swallow the bitter pill of renting plastic glasses for an addition six bucks or you stick with the traditional 2D model to avoid the headache. Now, according to Joe Paletta, the CEO of Spotlight Theaters – a regional theater that has a handful of operations in Georgia, one in Connecticut and one in Florida – has written a brief piece for Screen Trade Magazine in which he states that they’ll most likely be folding the price of 3D tickets into the regular ticket prices. “Among the bigger changes will probably see the 3D-upcharge disappear. 3D charges will help increase the overall ticket-price but, as an industry, I think we’ll see a blend begin to emerge in 2012, where patrons will have a single price for both 2D and 3D films. 2D prices will increase and 3D prices will decrease.” My emphasis there is meant to spotlight the reality of the situation. What this means is that instead of paying $14 for 3D tickets or $8 for 2D tickets, everyone will end up paying $11 per ticket to split the difference. Now, clearly this won’t be across the board change, and Spotlight isn’t a giant outfit but it’s certainly an idea that […]

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