Movie Fans Are Willing To Pay More For Tickets; Majority (53 Percent) Are Willing To Pay More Than National Average

5/22/2002

From: Chris Ingram of Wilson Research Strategies, 703-744-7990

WASHINGTON, May 22 -- A new poll conducted by Wilson Research Strategies (WRS) (http://www.w-r-s.com) shows that movie theaters could charge more money for movie admission tickets and theater goers would still pay.

The WRS nationwide poll of 1,000 registered voters 18 and older asked, "What amount of money is the absolute most you would pay to see a newly released motion picture, one you are just dying to see, at your local theater?" (Percentage indicating dollar amount)

-- Less than $6.00 (35 percent) -- $6.00 - $7.00 (25 percent) -- $8.00 - $9.99 (14 percent) -- $10.00 or more (16 percent)

According to the National Association of Theater Owners, today's average ticket price of $5.35 is 28 percent more than it was ten years ago. And while the average ticket price is just over $5.00, ticket prices in larger cities are often $8.00 or more and have even exceeded $10.00 in some New York City theaters.

"Given that movie studios and theaters are in the business to make money, it won't surprise me to see ticket prices continue to rise. So long as movie patrons are willing to pay the price to see the newest blockbuster, ticket prices will keep going up," said Chris Ingram, principal of Wilson Research Strategies, a Washington, D.C. public opinion research firm.

"Arguably, the 'maximum' amount patrons would pay is even higher, given that so many tickets are purchased by teenagers who are probably more willing to part with a dollar to see their favorite movies than most adults. Our survey only included adults over the age of eighteen," Ingram added.

The nationwide survey of 1,000 registered voters was conducted May 5-8, 2002. The margin of error for this survey is plus-or-minus 3.2 percent. For a complete set of cross-tabulations for this survey question, for further analysis, or to schedule an interview, contact Chris Ingram, principal, Wilson Research Strategies (http://www.w-r-s.com) at 703-744-7990 or 703-532-2321 after hours and weekends.