Gas Relief

            A “perfect storm” has seemingly engulfed the movie exhibition industry for the last several years.  Technological advances have propelled the home entertainment industry to new heights as distribution modes such as “pay per view” and Netflix have made it much more convenient and economical to just stay home and be entertained.  Add to this the just plain horrible product that Hollywood has more often than not offered up to the potential moviegoer, and, it’s no wonder that movie attendance in the last quarter of 2007 was near a twenty year low.

             To make matters even worse, we’re all paying well over $3.00 per gallon for gasoline, and it’s costing us a small fortune to heat our homes this winter.  For many, using their car for leisure activities outside the home has become a luxury item.

             Movie theatres are constantly under pressure to raise their prices.  Our fuel costs have skyrocketed. Our school and property taxes are up too.  Our insurance costs are escalating non-stop and the studios are constantly demanding an increased share of every ticket sold.  In 1991, an adult ticket at the Lyceum in Red Hook was $5.00.  If we simply applied the “CPI” adjustment to that price, that same ticket today should be $7.57, instead of the $6.50 that it actually is.

             Without exception, all of our competitors have succumbed to the urge to raise prices.  Regal now charges $9.00 at its Hudson Valley Mall complex.  Cinema North in Hudson has raised its price to $7.50 and their “bargain” matinee is now $6.50.  Even Upstate Films in Rhinebeck, which we all help to subsidize with our tax dollars, has raised its price to $7.50.  I think that all of these people should be ashamed of themselves.  Raising their prices while our economy may be stumbling and people are trying to cope with higher energy prices, higher food prices, etc., is no way to ensure that our industry will survive the onslaught of the home entertainment industry.  Higher prices do not fill empty seats.  Higher pricing does not build goodwill or promote customer loyalty.  Higher prices only ensure that more people will stay at home more often.

             The Hudson Valley is not a super affluent area.  The median household income of Dutchess County is about $57,000 per year.  Ulster County is less.  Any theatre operator who thinks that they can survive when their parking lot contains only BMW’s and Audi’s is sadly mistaken.  Historically, going to the movies has been an activity that everyone can afford.  I am happiest when my parking lots hold a sprinkling of old pick up trucks and a healthy dose of well worn minivans because that means less empty seats inside the theatre, and that is how we stay in business, not by raising prices.

             Our reaction is twofold.  Firstly, we are tightening our belts and absolutely refuse to raise prices for the foreseeable future.  Our bargain matinees will remain at $4.00. Our Tuesday bargain nights will continue to be $4.00.  Our senior citizens and childrens price will stay at $4.00, and our discount books will stay the same at 12 tickets for $49.00.  Secondly, beginning in February and continuing through May 8th we intend to give away, by raffle drawing, $2,100 worth of gasoline.  A weekly raffle drawing will take place every Thursday evening in all three theatre lobbies with winners receiving a certificate for $50 worth of gasoline at a local gas station.  Persons may enter the drawing anytime in the theatre lobbies during our normal operating hours.  A new raffle will begin each Friday and winners will be picked every Thursday evening at 8:00 P.M. These drawings will continue for 15 weeks until we have given away $2,100.00 worth of gasoline.  No purchase is necessary to enter the raffle drawings, but anyone who wishes to help support what I feel is a worthwhile endeavor is encouraged to come see a movie and enjoy some great popcorn.  Complete details, and movie information of-course, are posted on our website: www.greatmovieslowerprices.com.