Tuesday seats now just $5 as Ipswich's movie war heats up
THE cost of going to see a movie in Ipswich is continuing to fall as price wars heat up in the local cinema industry.
Since the opening of Limelight Cinemas in November last year, rival cinema chains have slashed prices to stay competitive with Limelight's ticket price of $11 for adults.
And with the imminent arrival of an Events Cinema complex in Springfield next year, the pressure on theatres to lure in movie-goers is becoming more intense.
In the latest price cut, Birch Carroll and Coyle Ipswich cinemas have dropped their "cheap Tuesday" ticket prices from $8.50 to a mere $5 - cheaper than the average cost of renting a new release DVD.
Before BCC's reduced Tuesday offer, Reading Cinemas at Redbank Plaza almost halved the cost of an adult ticket from $16 to $8.50 in reaction to Limelight's arrival.
Last month, the cinema also held a special promotion where, for one day only, the price of admission to all movies was $1.
The $1 day event, which was announced to the public at the last minute, saw more than 6000 tickets sold - the cinema's busiest day so far.
Reading Cinemas acting manager Morgan Fruend said there had been huge boosts in cinema attendance since the theatre lowered its prices on November 1.
"In terms of the cinema competition at the moment, I feel pretty confident with how Reading is faring," she said.
"We've got a strong consistency of patrons coming through.
"An increasing number of people are even making the trip out from Ipswich central because they are still not happy with the ticket prices there and want something cheaper."
Ms Fruend said she was pleased to have seen movie prices fall because it made a trip to the cinema a much more affordable experience for families.
"A lot of families are made up of about five or six members these days," she said. "So going to the movies can become an expensive outing.
"Cheaper prices are great because the cinema atmosphere comes alive when there are more people in the audience."
Speaking last year, Limelight CEO Ross Entwistle said the cinema industry was a competitive landscape but was not really driven by what other cinemas were doing.
Mr Entwistle said offering reasonable movie prices to ensure a high frequency of movie-goers made economic sense and kept the industry viable.
"Going to the cinema has been an integral part of our social lives for many decades and I want it to remain that way," he said.