Canadian exhib tries price cut

World Brief

Famous Players will chop the price of movie tickets at its four theaters and 32 screens in Winnipeg to C$7.95 ($5.17) in a test to see if the discount increases auds and revenue.

The four-month trial replaces a multitiered pricing system that ranges from $7.80 for an adult to $3.90 for a child, and different prices for matinee and evening shows.

If successful, the one-price experiment could spread to the chain’s 106 other locations and 872 screens across Canada.

Admissions dropped to 106.5 million last year from 114.2 million in 1999, but Canuck box office receipts were up $13.4 million to $428.87 million because of an increase in ticket prices.

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