Famous Players announced today that come Friday they’ll be dropping prices to ‘$9.95 or less.’ How will they pay for all that neon, flash and confetti-print carpeting? FP’s CEO says the price drop is an effort to compete with pay-per-view, video rentals and cable. Will it be enough to bring in the crowds? Hard to say. Will it force other theatre to lower their admission fare? Hope so.
The casualty buried amidst the revelation of new low prices is cheapskate Tuesday. Indeed, that early week staple day of cost-effective cinema is no more. What’s more, Famous Players has done this before. Here’s hoping the frugal film fares aren’t just a temporary way to sucker audiences back in before jacking prices up again. And here’s double hoping this doesn’t influence burrito prices at the Paramount’s flagship fastfood emporium, Taco Bell.