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Would you pay R500 to see a movie?

2013-06-27 08:47
World War Z
New York - So this was the deal: For $50 (R500), you got to see Brad Pitt's hotly anticipated zombie thriller World War Z before all your friends. 

You also got 3D glasses to keep, popcorn and sodas, a poster, the DVD when it comes out, and an intimate dinner with Brad.

Just kidding! No dinner with Brad.

But hundreds of fans did pay $50 (R500) for the other stuff last week in a small-scale marketing experiment in five theaters — and the studio, Paramount Pictures, says it worked well.

With all the recent talk about future movie ticket prices climbing into the stratosphere, is it a harbinger of things to come?

VIP treatement

Before you scoff, it's worth noting that premium pricing happens all the time: in Broadway theaters, where you could get second-row seats for Tom Hanks in Lucky Guy this week if you paid $300 a pop, or at concerts, where you could pay well over $1 000 (R10 000) for, say, a Rolling Stones VIP package.

At Yankee Stadium, a top-tier Legends seat can also top $1,000 per game, but season holders can get perks like a free trip to spring training. Still, the idea of $50 (R500) for a movie strikes a lot of fans the wrong way.

"That's my dinner," noted a Philadelphia moviegoer, Cheyanne Farmer, 15. "That's my allowance," added Rahyaan Hall, her friend. "For a month."

In New York though, one fan did some quick calculating and saw a reasonable value. "With the DVD and all those other things you mention, it probably comes to more than $50," said Alex Leighton, 24, who'd just bought tickets to World War Z.

''So you're getting more than the movie." That's the point that Paramount wants to make.

A great experience

"This ended up being a headline that didn't really represent what the offer was," says Megan Colligan, the studio's president of domestic distribution and marketing.

"These people stepped up and made their commitment to us, and we gave them a great experience."

That experience, which involved just one show each at five theaters across the country, included not merely seeing the film two days early and the free stuff; the "mega-ticket" buyers also got to bring friends along at regular price and they got a party atmosphere, including a DJ and photo booths.

Colligan says that four of the theaters sold out — they averaged 250 seats each — and one was 80 percent full.

She wouldn't get more specific in terms of revenue, but said: "It was a fun, positive experience for everyone."

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