Eight bucks may not sound like a lot of money but multiply it times two or three and add another $4 or so per person and you have a fairly expensive night (or afternoon) on the town.
And that, in a nutshell, may be responsible for the 5% slump in domestic box-office revenue at U.S. movie theaters last year. You can blame other factors -- like fear of terrorism and streaming video -- but a PricewaterhouseCoopers survey fiinds that about 25% of American consumers say they saw fewer movies in a theater in 2014 than they did in 2013, primarily due to rising costs.
In third-quarter 2014, the average ticket price was $8.08, up from $7.84 a year earlier, and theater chain AMC Entertainment reported concession revenue rose 10 percent to a record $4.29 a patron, according to the Hollywood Reporter.
"Despite advanced technology, better seating, improved concessions and the return of 3D movies, the negative of higher ticket prices is difficult to counteract," the PWC study found.
Respondents to the survey were supplied with 18 potential reasons for avoiding films in theaters and asked to choose their most relevant three. More than half -- 53% -- named high ticket prices.
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