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.

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