Oct 24 2012
PG-13 is so last year
Cineplex Odeon theatre in North Vancouver.
Source: http://www.ctvnews.ca/entertainment/cineplex-earnings-soar-company-cashes-in-on-premium-ticket-prices-1.909573
The middle-age adult population has less leisure time than ever, and most of that time is not spent at the movies. In a recent move by Cineplex, three reserved screens and an exclusive five-screen facility will be unveiled to target adult-moviegoers.
Cineplex’s move to increase profit in face of stagnating ticket sales has potential to change the movie industry. By targeting a very specific segment of the population with an attractive value proposition of a kid-free ‘escape’ from reality, Cineplex has created a definitive point of difference from other theatres. With “premium tickets” currently comprising 36% of Cineplex’s box office, it isn’t a stretch to say patrons would be willing to pay extra for adult-only privileges.
With the cost of movie tickets creeping towards the twenties, movies are becoming less attractive to adults with limited time and budgets. Pairing an exclusive setting complete with traditional “date-night” amenities such as alcohol and dishes cooked by a corporate chef should allow Cineplex to capitalize on the desires of adults to make the most of their time off.
Would you be willing to pay extra for a “VIP” movie experience?
Why Cineplex put the adult back into entertainment- The Globe and Mail