Toho to end cinema ticket price cuts

Trial led to a 5% drop in admissions

Tokyo — Toho Cinemas, which operates the biggest theater chain in Japan, has ended its ticket price cuts trial.

In March Toho slashed the ticket price for adults from 1,800 yen ($23) to $19.22 and for high school students from $19.22 to $12.82 at seven theaters in its chain, while eliminating all special discounts, such as the popular weekly Ladies Day for women and cut-price tickets for seniors and late-show auds. The result, however, has been a 5% drop in admissions.

Given that local fans have been complaining for years about ticket prices — Japan’s are the highest in the world — this is an unexpected outcome.

Toho will return to most of its pre-trial ticket prices in December, keeping the cheaper tickets for high school students and members of its Cinema Mileage club.

Filed Under:

Want to read more articles like this one? SUBSCRIBE TO VARIETY TODAY.
Post A Comment 0

Leave a Reply

No Comments

Comments are moderated. They may be edited for clarity and reprinting in whole or in part in Variety publications.

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

More Film News from Variety