Flim Flation
By Daily Bruin Staff
June 5, 2002 9:00 p.m.
Jonathan Young/Daily Bruin The Bridge: Cinema de Lux, a new
movie theater that opened last year, features Director’s Halls,
with wider leather seats, for an additional charge.
By Beverly Braga
Daily Bruin Contributor
[email protected]
Going to the movies used to be a cheap escape from the daily
grind that makes up most people’s lives.
Not anymore.
While films can still provide escape for some, the cineplex
experience is no longer looked to as the ultimate entertainment
bargain.
Rising ticket prices is one of many movie industry trends,
riding alongside others such as sequels, prequels and comic
book-inspired scripts. But while sequels usually tire out by the
third installment, there seems to be no end in sight for the
escalating cost of movie admission. However, such increases are not
made simply with profit margins in mind.
“Several factors are considered,” said Rick King,
spokesperson for AMC Entertainment Inc. (the parent company for AMC
Theatres). “We take into account the demographics and
characteristics of the theater, the attendance levels, the age and
condition of the theater and the competitive prices in the
marketplace.”
The Motion Picture Association of America reports in their 2001
U.S. Economic Review that the national average movie ticket price
in 1998 was $4.69. In only three years, this price would increase
to $5.66, nearly a dollar more. These numbers may seem smaller than
prices at the box office because they average general admission and
discount prices, such as student, senior and matinee. To put this
into perspective, a regional example is the AMC Century City 14
where general admission for adults costs $9.
Although a far cry from last year’s national average,
AMC’s admission price incidentally is also a far cry from the
most expensive.
In the middle of Hollywood, the proclaimed movie capital of the
world, is the newly opened Hollywood Arclight Cinemas. In addition
to a refurbished Cinerama Dome, the theaters include a building
with 14 additional movie screens. The combined complex made its
official premiere in March of this year and carries a general
admission price of $14. With a price like that, the amenities
should go beyond the already established “norm” of
stadium seating and digital surround sound.
Hoping to provide a more enjoyable movie-going experience,
Arclight Cinemas features all-reserved seating with roomier seats
and bigger aisles. There is also a full-service cafe bar which
boasts balcony views.
At The Bridge: Cinema de Lux, located in the Howard Hughes
Center Promenade, other such amenities are available as well as
reserved seating in three of their 17 auditoriums.
“We have something called Director’s Hall,”
said Jennifer Hanson, Director of Corporate Communications for
National Amusements, Inc. “These are auditoriums where the
seats are 25-inch plush leather rocking recliners. There are also
ushers to show you to your seat.”
And like Arclight Cinemas, The Bridge has a restaurant called
Lounge 12 that has a menu and full service bar.
One unusual amenity at The Bridge is Elite Services, a sort of
concierge at the movies.
Jonathan Young/Daily Bruin General admission tickets at The
Bridge at Howard Hughes Center are $10, following the trend of
rising ticket prices in recent years.
“They will help you with everything, from conventional
requests concerning tickets to the unconventional ones, such as
having flowers waiting at the theater for a special someone,”
Hanson said.
Yet as lavish as these theater perks sound, there is always a
catch.
“The prices in the Director’s Halls do vary from the
general auditorium,” Hanson said.
While general admission is $10, tickets for the halls cost $13
on weeknights and $14 on weekends. Matinees are $11, and there are
no other discounts.
But movie-lovers strapped for cash do have other options
available to them.
“I think people are aware of the discount options
available, whether to attend a matinee or twilight show,”
said King, referring to AMC’s “twilight shows” in
which ticket prices for films shown in the late afternoon are
reduced to nearly half price. At the Century City theater, the
tickets are discounted to $4.50.
Also, aside from student discounts, various membership programs
have been implemented at many of the major movie chains. As
members, movie-buffs earn points with each ticket they purchase and
can use these points to redeem complimentary tickets and concession
items. Other special discounts and offers are given exclusively to
members as well. Membership is usually free.
As expensive as movie ticket prices have gotten, theaters do
attempt to make up for it through their other services.
“Movies are an excellent value for the amount of time that
people are entertained and the quality of the experience that they
receive,” King said.
“Compared to other forms of entertainment, we’re
offering a lot. At The Bridge, there is quite an emphasis on
customer service. We even have restroom attendants. There is always
something we hope will extend (the audience’s) movie-going
experience,” Hanson added.
Theaters are hoping viewers find that the price and the
experience of going to the movies balance each other out. But maybe
there is a modicum of hope that a night at the movies could someday
be cheaper, or at least be at a stabilized price.
“Never say never,” King said.
