Comment by FreeKill

Yeah, I think the prices also have resulted in a massive change in how consumers decide to go to movies as well. With the price so high for a family of four, people rely much more heavily on positive word of mouth/reviews before making a decision.

So people are much more risk adverse. I've never understood why they don't do tiered pricing based on the type of movie it is. If it's not a mega blockbuster type film, reduce the price a bit to make it easier for people to take a risk and try out a movie without it being a 90%+ rating on rotten tomatoes. I'd personally probably go a lot more if a movie like say Marty Supreme was $10 instead of $20.