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The $50 Movie Ticket?

Tuesday, June 18th, 2013

World War Z is offering a $50 Mega Ticket in some theatres, to see if it works. I hope not.

As Hillary Busis noted in PopWatch on June 14th, under the tags “boatloads of money, head scratcher, to care or not to care” among other designations, “Paramount and Regal Entertainment have partnered for what they’re calling the ‘ultimate fan event’ — a World War Z package offered at just five theaters nationwide, including screens in Orange County, Houston, San Diego, Atlanta, and Philadelphia. Its price tag? A hefty $50.

To be fair, those who purchase these ‘mega tickets’ will get more than just a pass to see Brad Pitt fight zombies. The bundle includes a ticket to see World War Z in RealD 3-D two days before its official release, a pair of custom RealD 3D glasses, a small popcorn, a limited-edition movie poster, and an HD digital copy of the film once it’s released for home viewing.

Knowing this, let’s break down the mega ticket’s cost.  An adult evening ticket for a movie comparable to World War ZMan of Steel — in RealD 3D at the five theaters listed as mega ticket partners costs $16.30 on average before tax, according to prices listed online. A small popcorn at a theater was $4.75 on average in 2009, and that number has certainly gone up in the past four years; let’s estimate it conservatively at $5. An HD digital download of a newly-released film — Oz the Great and Powerful, for example — costs $19.99 on iTunes and $14.99 on Amazon, so let’s average them to get $17.49

Add those together, and you get $38.79 (plus tax) — meaning that Paramount and Regal are charging around a $11.21 premium for a poster, the custom glasses, and the privilege of seeing the movie in advance.
Is that fair? Considering that $50 can buy you eight $6 beers at a reasonably-priced bar, or six months (plus one week) of unlimited streaming titles on Netflix, or 50 McDoubles at McDonald’s, it doesn’t really seem to be.”

I agree; I can’t imagine paying this, and I’ll add one other fact to Ms. Busis’s summary; today I went to see The Purge at the 12:20PM show in a theater that seated more than 500 people, and I was the only one – the absolute only person – in the theater, and that cost me $6.75 for a 2-D matinee. If you can’t fill theaters at $6.75 a pop in summer with The Purge, a film that’s already demonstrated that it’s a solid hit, how on earth are you going to get away with charging $50 for a souped up ticket for World War Z?

Not going to happen, no matter what Mr. Spielberg and Mr. Lucas say.

About the Author

Wheeler Winston Dixon

Wheeler Winston Dixon, Ryan Professor of Film Studies at the University of Nebraska-Lincoln, is an internationally recognized scholar and writer of film history, theory and criticism. He is the author of numerous books and more than 70 articles on film and appears regularly in national media outlets discussing film and culture trends. Frame by Frame is a collection of his thoughts on a number of those topics. To contact Prof. Dixon for an interview, reach him at 402.472.6064 or wdixon1@unl.edu.

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