American theaters are experimenting these days with differentiated pricing for The Batman, a ticket more expensive than for another film released on the same day.
And if you are asked, tomorrow, to pay more for your cinema ticket, to go and see Doctor Strange 2 ? Or Avatar 2 ? Or any highly anticipated big budget blockbuster? This is perhaps the beginnings of a revolution in the exploitation of dark rooms, which is beginning at the moment on the other side of the Atlantic.
The AMC Group, the number 1 cinema complex in North America, announces (via variety) that he is going to charge more for admission tickets for The Batman, which will be released on Friday, in the USA. Spectators of the Dark Knight will therefore have to put a little more than for those of the other films that will be showing. A variable pricing experience assumed and justified by its CEO Adam Aron:
“The ticket price for The Batman will be slightly higher than that of other films shown in the same theaters at the same time. This is all fairly new in the United States, but in fact AMC has been doing this for years in its theaters across Europe, where we charge a premium for top seats, much like the organizers of sporting events do. , concerts and the theatre…”
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Concretely, it will cost $1.50 more for American DC fans, compared to those who go to see, for example, Fresh with Sebastian Stan, which will be released on the same day.
An evolution of cinemas that many blockbuster directors have been predicting for nearly a decade. In 2013, before the University of Southern California, george lucas was already convinced that dark rooms, like those on Broadway, would have different price levels for different types of films: “You will end up with fewer rooms, but bigger rooms, with lots of nice things. Going to the movies will end up costing $50, maybe $100. Maybe $150. And that’s going to be what we call the “movie industry.” And everything else will be cable TV”. A vision shared by Steven Spielberg, at the same conference. The director then planned “an implosion” of the current system, after several huge crashes of big budget productions. “There will inevitably be a day when you will have to reserve your place in advance to go to the cinema. And inevitably, there will be a price variation. You’ll have to pay $25 to see the next Iron Man. But probably only $7 to see Lincoln…”
Today with The Batman, a first step towards this new way of exploiting films in theaters has been taken. And while streaming takes an exponential place in the landscape, this evolution of live cinema could well be a kind of natural revolution.