With movie tickets in the $15-$20 range, are audiences reluctant to take a risk on non-blockbuster movies?
Recency bias might have you believing that only the “biggest” movies can top the box office — the biggest franchise, with the biggest budget and biggest stars and biggest visual ambitions. That wasn’t always the case, and a look back at 1982 is a sharp reminder that other kinds of films wereWhen “An Officer and a Gentleman” came out, the average ticket price was around $3. Adjusted for inflation, that would be around $9.25 in today’s dollars. Anything under $10 sounds reasonable to my ears.
I wonder if audiences need more of a reassurance with tickets in the $15-$20 range: You want to know what you’re getting. When it comes down to “Tár” or “Avatar” — a battle of the tars! — the big-budget splashy movie probably seems like the surer bet.“I used to see matinees alone for whatever was playing, and even the cheaper showings these days are too much to take a risk on. That plus the pandemic and not wanting to be in a room full of unmasked people.
“Twenty years ago, my friends and I would sometimes just go to the theater and see whatever was playing next. It was like movie roulette. But not at these prices.” “I pass on many because it appears the viewing experience wouldn’t be all that different from what I can watch at home. Wouldn’t mind going more often for those if ticket prices were less.”
“I’m single and tend to go to movies alone during off peak hours, so I’m still willing to take a few risks. On other hand, a married bud with kids said just this past weekend that going to the movies is a $80+ outing with tickets and snacks every time, so they are going to far fewer movies.”
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