"How To Train Your Dragon" in 3-D, coming soon. AP Photo/Paramount Pictures.
The film industry has historically been recession-proof, with audiences craving entertainment in any economy. Although the American pulbic is currently burdened by financial woes and unemployment, the cinemas have experienced box office smashes in 3-D and IMAX, and plan to raise ticket prices.
The huge success of "Avatar" and "Alice In Wonderland" in 3-D has apparently spawned the idea that if more people are going to the movies, why not make more money off of them? Some theatres plan to increase rates only on their 3-D and IMAX presentations, while others will raise entrance fees across the board.
Increases of at least 5% for regular 2-D flicks, and considerably more for IMAX, are going into effect as early as tomorrow in Los Angeles theatres, according to CBS News and other media.
These box office rate hikes are coming just before "Clash of the Titans" and "How To Train Your Dragon" hit the big screen in 3-D. Older films can now be made into a 3-D format and re-released, as well.
Is the industry seizing an opportunity that the public will support, or just being greedy? The price of dinner and a movie for date night, or the average family matinee outing, might become an unattainable feat for many Americans who made "Avatar" and "Alice" so big at the previous prices.