When I’m able to make time in my busy schedule, I enjoy watching movies. Sometimes I’ll sit back and laugh at a comedy or become engrossed in a drama. Sometimes a film will surprise me with its tone or depiction of a situation. On other occasions, a movie will disappoint me due to poor acting, inferior special effects, or a number of other reasons.
But you will rarely see me watch a film from the confines of a movie theater (dollar or otherwise).
There are a number of reasons for this. First, I’m not a fan of my feet sticking to the floor as if crazy glue had been applied to it. Second, the lack of etiquette from texting and taking phone calls during the film has reached epidemic proportions (do people know how much light cell phones put out?). Not every theater has adopted aggressive stances like the ArcLight and the Alamo to boot such violators–and none have taken to using a customer complaint against them like the Alamo Drafthouse in Austin TX did (the censored version is below):
However, the biggest reason I tend to avoid the mega movieplex like the plague involves the concession stand. Yes, I like popcorn like nearly every other human being (especially with a little butter on top). There needs to be an ice cold drink to counter the saltiness of the popcorn. Maybe an order of Junior Mints or Skittles will help the kids sit through the next version of Ice Age…
Twenty-five bucks? Did I just hear you right? The syrup to make the drink costs you five cents maximum, but you’re charging $4. Something’s seriously wrong here.
I’m not the only one that feels this way. Last week, Joshua Thompson filed a class action lawsuit in Michigan against his local theater in hopes of forcing theaters statewide to drop the prices somewhat. Sure, it sounds like a song that’s been sung for generations on end because there’s been no way to do anything about it (except to smuggle snacks in).
But this is an issue that hits a nerve with movie theater owners. According to the article from the Detroit Free Press, “American Multi Cinema, which operates the AMC theater in Livonia [Michigan], wouldn’t comment on the suit. A staffer at the National Association of Theatre Owners in Washington, D.C., angrily hung up the phone when asked about industry snack pricing practices.”
Ouch. Even Disney allows people to bring their own food into the park now. So what’s the problem, theaters?
It’s time for your thoughts:
* What are your pet peeves when attending a movie at a theater?
* Are movie theater concessions too high, especially when coupled with the cost of tickets these days?
* Have you ever smuggled your own food and/or drinks into a theater before? Did you ever get caught? If so, what happened?
* What do you think is an appropriate faith-based response that would make both theater owners and their patrons happy?
SOUND OFF!
March 12th, 2012 at 1:51 pm
I personally can’t stand the prices (especially as the tickets have doubled in ten years, and the family moviegoing experience increases by X). I also think it’s a shame that there’s the exponential build in of IMAX or 3D that is often the only available showing on a given week that can make seeing a long awaited movie $17.50 (compared to $7.50 for a matinee). And the food… well, it’s been priced out for me for awhile.
Smuggling in food… crickets… No one checks anymore (and the “no food” signs came down long ago) so it almost feels “expected” locally.
People are going to buy food, and the cost to prepare it (nor the amount they’re paying their employees, cough, cough) hasn’t gone up, so the exponential increase feels forced, much like gasoline, where it’s “we know they’ll buy, so let’s quadruple our profit margins.” That’s just wrong– whether it’s water in the desert or popcorn at the theater. I’d say boycott, but I love the movies too much.
March 12th, 2012 at 5:08 pm
Ooh. Forgot about the whole 3D thing. I didn’t realize I was going to have to pay an upcharge for ill-fitting glasses that fit over my original glasses. At least the movie was Toy Story 3, so I felt better.
Maybe a balance is for the movie theaters to drop concessions by half in order to get more profits in the long run. I’m not sure if I know *anyone* who hasn’t smuggled a soda or candy into a theater. Now if a family decided to turn the outing into a full-on picnic, that’s crossing the line. Then again, some of the newer theaters serve good food and have nicer seats. If you give me that, charge me a reasonable rate, and keep folks from ruining the film for the rest of the people, then I’m all in.
Another problem is that many theater employees are in high school and aren’t being paid a good amount of money to enforce the cell phone, food, and texting rules. Maybe this would change with a simple $1/hr increase in the starting wage.
March 12th, 2012 at 6:28 pm
According to a Wall Street journal article this week, one theater chain (Carmike Cinemas) is experiencing a pretty significant jump in earnings and stock value on upbeat financial reports. Ticket sales are down slightly while, uh, concession revenue is up. Interestingly, the article cites Carmikes “operation margin” as 6.9%, which is in the range of supermarkets (that is to say, on the decidedly low side for retailers; manufacturers like Coca-Cola run margins of better than 30%). What this appears to mean is that exhibitors are having to increase concession prices to offset a dropoff in attendance and an increase in rental fees… in spite of the boost for 3D ticket sales.
I’ll tell you one thing… I haven’t been in a packed theater (except for free screenings) in a long, long time. I think theaters are hurting, and they’re having to cater to a clientele that’s still got deep pockets.
I now go to the theater (on a paying basis, like a “regular” moviegoer) only about four or five times a year… and almost always at a matinee, often at a second-run discount theater. It’s the only way I can justify the “fun” of the “whole” moviegoing experience.
March 16th, 2012 at 5:34 pm
Here in Arizona, the AMC’s allowed outside food and beverages, but recently stopped. I asked why and they told me it was because of people bringing in glass containers and alcohol. The glass containers were a liablity because they can shatter and cause tripping hazards. The alcohol caused legal problems because the theatre would then require a liquor permit. Both of these also caused other problems with damage and drunkeness.
As far as high pricing, I rarely go anymore. Unless someone gives me a gift card or I find a really good coupon, I don’t go. I either wait for the dollar theatre (it’s still a dollar here on Tuesdays) or for the movie to come out on video.