When we’re children, we think things will always be a certain way. There are aspects of our lives that are a given. We don’t have the foresight to see that technology will change the way we view the world or how we interact in it. Good examples of this for me would be cassette players, camcorders and hopping over to the local Blockbuster on a Friday night to pick up the latest movie on VHS.
Going to a movie was an event. Shortly after entering the lobby of the theater, you were overwhelmed with the smell of popcorn and “butter.” Theater goers would be lined up at the counter to grab a fountain drink, a box of the oversized snack of their choice and of course the aforementioned bag or tub of popcorn. It was never cheap but it wasn’t ridiculously expensive either.
Fast forward to today.
My wife and I took our daughter and her friend to a matinee last week. Although I’m not certain of the breakdown in cost, I do know my total was $78. This price included the following:
- 2 adult tickets
- 2 child tickets (under 12)
- 2 “Small” drinks (the small was way bigger than it needed to be) @ $7.50ea
- 1 medium bag of popcorn @ $12
I believe the children’s tickets were a bit less but for the sake of this exercise, let’s just say they were around $12 each after you factor in tax. Definitely not cheap but I didn’t expect it to be.
Ridiculous pricing at movie theaters is nothing new. The large boxes of candy and popcorn have always been marked up 200% or more. This was all part of the experience. Similar to attending a theme park, you knew the pricing was insane but you plunked down your hard earned money because the experience was worth it.
It’s hard to say this is the case anymore.
The last few times I’ve gone to a movie theater, I’m left wondering why I paid to watch a movie in a half empty theater that I could watch at home in two months time. Therein lies the problem. Similar to my Blockbuster example above, movie theaters aren’t doing enough to innovate with the times. They’re clinging to a business model that’s not only dying, it will be completely dead in a few years regardless of how much they mark up the price of drinks and popcorn.
There are some movie theaters that are attempting to make it worth your while. The theaters that bring you drinks and dinner provide an experience that’s over and above the traditional model. This is a good start. I think theaters will eventually trend toward an immersive experience, like the one offered by The Sphere in Las Vegas. I’ve already seen videos posted of sports bars offering something similar to watch your favorite football game.
There’s one concern. How expensive is it going to be to make this change and what are the downstream impacts to customers?
With the advent of streaming and ripple effects of COVID lock downs, the slow descent into oblivion for the traditional movie theater is to be expected. The fact that so many of them are hanging on to a model that’s obviously not sustainable is surprising. You’d think the rubble left behind by KMart, Circuit City, Service Merchandise and any of the other once thriving businesses would serve as a beacon of change. That doesn’t appear to be the case so far.
For now, traditional theater goers are left holding the bag, one filled with overpriced popcorn.
If this thought leaves a lump in your throat, have no fear. I’ve got an overpriced fountain drink you can wash it down with.
