OnDemand WTP Pricing Research

Want to save money at the movies? Here’s the full picture | The Guardian

In 2018 the price of a UK cinema ticket fell for the first time in 17 years, to an average of £7.22. But, as Phil Clapp of trade body the UK Cinema Association points out, some Londoners would probably be shocked to learn there are people paying as little as that, while in other parts of the country there are film fans who would be “outraged” at the idea of paying that much.

Regional variation in pricing has always existed but, let’s face it, a cinema charging £4 in Aberdeen is not much use if you live in Brighton.

However, the news now is that tickets are getting cheaper … and also more expensive. If that sounds like a contradiction, it is because, as Clapp says, the market is becoming more fragmented.

£40 tickets and waiter service

We are seeing a boom in so-called boutique cinemas. Within the space of just 12 months, the Everyman chain opened venues in five new locations. Everyman and others like it claim to offer a more luxurious experience, with sofas and armchairs, beautifully designed interiors, a cocktail menu and, in some cases, waiter service to your seat – with ticket prices to match.

Even the multiplexes are tapping into this high-end market: the Odeon has spacious reclining seats in its Luxe cinemas. If you want to see X-Men: Dark Phoenix at London’s Odeon Leicester Square on Saturday night, the priciest reclining seat will set you back an eye-watering £40.75, which is more than some people will be paying for their seat on a low-cost flight to Europe this summer (though it’s fair to say that a spot in one of the back rows will “only” set you back £10.75).

Read complete article here:

Want to save money at the movies? Here’s the full picture | Money | The Guardian.

Post a Comment

WP-SpamFree by Pole Position Marketing