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How Much Will Fans Pay?

22 May, 2002 By: Hive News

Movie theaters could charge more money for movie admission tickets and theatergoers would still pay, according to a new new poll conducted by public opinion research firm Wilson Research Strategies.

The nationwide poll of 1,000 registered voters 18 and older asked, "What amount of money is the absolute most you would pay to see a newly released motion picture, one you are just dying to see, at your local theater?"

The bulk of respondents, 35 percent, chose the lowest amount offered, “Less than $6”; a quarter of respondents said $6 to $7 isn't too much; 14 percent said they would pay between $8 and $9.99 and 16 percent said they would pay $10 or more.

According to the National Association of Theater Owners, today's average ticket price of $5.35 is 28 percent more than it was 10 years ago. And while the average ticket price is just over $5, ticket prices in larger cities are often $8 or more and have even exceeded $10 in some New York City theaters.

"Given that movie studios and theaters are in the business to make money, it won't surprise me to see ticket prices continue to rise. So long as movie patrons are willing to pay the price to see the newest blockbuster, ticket prices will keep going up," said Chris Ingram, principal of Wilson Research Strategies, of Washington, D.C.

"Arguably, the 'maximum' amount patrons would pay is even higher, given that so many tickets are purchased by teenagers who are probably more willing to part with a dollar to see their favorite movies than most adults. Our survey only included adults over the age of 18," Ingram said.

The nationwide survey of 1,000 registered voters was conducted May 5 to 8. The margin of error for this survey is plus-or-minus 3.2 percent.

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