AMC Essex Green has divorced the food voucher from tickets for its relatively new dine-in cinema experience. Instead of forking out $20 to $25 per film ticket with a food voucher included, film buffs need only pay less than half that amount, with a nominal ‘experience’ charge added per ticket.
An attempt to book tickets online for Cars 2 today shows a ticket price of $9, and an additional service charge of $1.
The change, which may lure more movie enthusiasts to the theater and rake in more profit, has been in effect “since spring,” and was triggered by customer feedback, Ryan Noonan, director of public relations of AMC, told Baristanet.
Just under a year ago, in August 2010, AMC Essex Green underwent a $5-million makeover to transform it into New Jersey’s first dine-while-you-watch movie experience, a project that was meant to prop up its sagging earnings.
The about-turn in ticket-pricing policy appears to suggest the costly change failed to favor the West Orange theater’s coffers.
“The main difference is that before, we had the film ticket which included a dining voucher, but now, you can just buy a ticket to see a movie, with a small experience charge included; food is not a requirement, and isn’t included in the upfront price,” Noonan said.
“Customers had said they preferred to just pay the ticket price,” said Noonan, adding only that AMC was happy to oblige.
He said AMC couldn’t discuss attendance or revenue figures but that the company was “positive” about the move.