Admissions up, concessions down during recession
People may be going to the movies more but they’re buying fewer food items and drinks when there.
In response, theater chains are rolling out “value menus” to combat reluctance at the concession counter. None is doing it as drastically as Carmike Cinemas, which in March introduced Stimulus Tuesdays to its 250 locations, with refreshments at the rock bottom price of $1 each.
Andy DiOrio, AMC’s manager of corporate communications, agrees that value is the key concept this year. Theatergoers are “more value-conscious than ever,” DiOrio says. AMC is offering popcorn, sodas, Icees, bottled water and candy for $3 each or three items for $7.50, with the combo prices available at all times. The circuit also offers discounts on rotating items and loyalty-program discounts.
Read the full story at Variety.