Get ready for the possibility of dishing out more of your money when you go to the movies. According to the Hollywood Reporter, it could be happening soon. They report that AMC Entertainment CFO Craig Ramsey was speaking at the MKM Partners Entertainment, Leisure and Technology Conference, when he announced that AMC is seriously considering this idea.
AMC was inspired by two European theater companies they recently acquired–Odeon and UCI–to initiate a model of variable pricing. Ramsey said, “They are further advanced in variable pricing, where tentpole movies are priced-up upon release. That’s something we’ve talked about in the US. We expect to learn a lot with what they’ve done. We think it will position us to start having those conversations about pricing opportunities in the US.”
Interestingly, Steven Spielberg and George Lucas warned of this back in June of 2013, when speaking at the University of Southern California. They predicted that in coming years, there would be variations in ticket prices based on the budget of the film. They warned, “You’re gonna have to pay $25 for the next Iron Man, but you’re probably only going to have to pay $7 to see something like Lincoln.”
Keep in mind that only AMC Theaters are currently discussing a variable pricing plan. However, if AMC is successful with this, you can be sure that all the other theaters chains will jump on the bandwagon and install their own variable pricing model.
The positive side of this is that the less anticipated, small-budget films might end up costing less than they do now. So, if you want to see a Rom-Com, or Woody Allen’s latest project, you’re in luck. However, if you want to see Avengers: Infinity War or Star Wars: Episode 8, you may be paying upwards of $25 admission.
Would increases in the cost of tickets due to variable pricing deter you from going to the movies? Would you be willing to pay $25 to see the latest Marvel or DC film?