Theaters will charge premium on 2D movies in order to lower the cost of 3D movie tickets


Writing for Screen Trade Magazine Joe Paletta, CEO of Spotlight Theaters, announces that cinemas will begin to eliminate the premium charges on 3D movies and raise the prices of 2D movies to make up the difference. This gives me the rage. 3D movies give me a headache and eye-strain, and I actively avoid them. I hate the idea that I'd be charged a premium on the few 2D movies I can find in order to subsidize 3D screenings.

As Roger Ebert put it, "Oh, no! In a move to recoup their unwise investment in 3D, theaters discuss, and I quote, 'patrons will have a single price for both 2D and 3D films. 2D prices will increase and 3D prices will decrease.' In other words, punishing those who dislike 3D."

Among the bigger changes will probably see the 3D-upcharge disappear. 3D charges will help increase the overall ticket-price but, as an industry, I think we’ll see a blend begin to emerge in 2012, where patrons will have a single price for both 2D and 3D films. 2D prices will increase and 3D prices will decrease.

Joe Paletta - screentrade

(Image: 3D glasses, a Creative Commons Attribution (2.0) image from mattneale's photostream)