Variety released a press release announcing the planned construction of at least 50 new Village Roadshow Gold Class cinemas. With some very luxurious amenities, including nice seating and upscale dining, the ticket price is reported to be over $ 30- $ 35. After personally experiencing world-class service at the Alamo Drafthouse in Austin, Texas and enjoying a movie in theaters from The Landmark’s “Living Room” couch in Los Angeles, I wonder if this price really seems reasonable or off-putting. It is time to open this discussion to all of you! Village Roadshow plans to open the first theaters in the Chicago and Seattle suburbs later this year. “Each complex will feature sports theaters with 40 recliners with footrests, digital projection, and the ability to screen 2-D and 3-D movies, as well as a lounge and bar that will serve cocktails and snacks, concierge service, and valet parking.” . Plus, you can order custom meals such as sushi and other “theater-friendly meals,” but they will all come at an additional cost. What they don’t mention is what exactly you’ll get if you pay $ 35 for a ticket, especially if it doesn’t include food.

What’s interesting about these Village Roadshow theaters is that I think a lot of demographics are being lost by focusing on just one: the old and the rich. The theaters are being funded by the “Retirement Systems of Alabama” pension fund and the CEO referred to them as “what Mercedes is to a Toyota.” It is obvious that they think that the only people they will be able to sell this to are “high end, wealthy consumers” (another actual quote), when I think there are many other people, who I hope they will express their opinion below, that they would. love this experience too, despite not being rich. This is key to understanding what general moviegoers want anyway.

When asked what would make someone go to the movies more, the typical answer is lower ticket prices. However, I think it is simply a request compared to the service that a consumer receives. For example, when they perceive that the value is much higher, they do not mind spending more money, despite complaining about the current high prices. So when everyone goes to your typical Regal, Cinemark, or AMC theater, the experience they get is not worth the $ 10 ticket. But would they pay $ 30 if they knew they would get a better experience? That is the question.

I would say that I think if given the correct functions and configured correctly, most people would spend $ 30 on a movie ticket for particular occasions. I don’t see a consumer who goes every week spending $ 30 for every movie he watches. But what I can see is a group of friends spending $ 30 to watch The dark knight This summer if it gives you a lot more than the same old crap you get at your local cineplex, be it nicer seats or free comics or something else. What I think it boils down to then is a matter of experience and what exactly you get. Do Village Roadshow Gold Class cinemas with recliners, cocktails, and valet parking justify the cost? Or is there more do you want too?

Now is the time to ask: would you pay $ 30 or $ 35 for a movie ticket if you knew you could get better amenities like the ones mentioned as part of the Village Roadshow Gold Class cinemas? What features would you like to see? What would make the price of a $ 30 ticket really worth it? Let the discussion begin!