I thought that I might catch the new movie, Chappie, sometime this weekend, or ever perhaps today (the opening day), seeing that it was playing in some places at 1 p.m. A quick look at the listings revealed a commercial opportunism that I’ve seen building over the past year or two, but never to the degree that currently seems to be prevalent.
If you want to see a new movie in any of the larger theatres, expect to pay extra. I’m not talking about the IMAX or 3D surcharges. Those, at least, make some sense to me. You’re paying for a notably better experience, and you usually have a choice in whether you want to avail yourself of this premium experience or not.
No, I’m talking about the other, recently imposed, fake premium tickets such as the VIP or the ULTRAAVX arrangements. IN the ULTRA situations you pay a surcharge of several dollars for what they claim is superior video and audio, -although I’ve never really noticed any difference. You also get the privilege of choosing your seats before going in to the theatre, although you really don’t have full choice as there are limitations on what seats you can choose. The result in a low use time is having a small group of people lumped into a small area in the middle of the theatre. There is no point in this seat selection. In high use times, you get to choose at the box office between a variety of poorer seats, -something you could just as easily do walking down the hall and entering the movie. In low use times, you get to choose among lots of seats, just like you’d be able to do if you just walked in and sat down. The difference is that with ULTRA you get to pay a surcharge for the privilege, which usually doesn’t do much other than slow down the ticket line. Even if you were the only person in the room, or one of a dozen, you would still pay this premium price. (If they wanted to impose a surcharge for choosing a seat on the Internet, which I personally think is totally unnecessary, then, fine, do that for those taking advantage of that extra service, but don’t make the people in the theatre line have to pay for it.) For today and the following week, the movie “Chappie”, along with several other new releases, are only available in most theatres using the ULTRA option. It is nothing less than a surcharge for seeing a new release wrapped in a thin veneer of crappy extra services.
When I went to see “A Theory of Everything” about a month ago, I chose to see it at the Varsity Theatre in Toronto. It wasn’t playing at anything but a few downtown theatres at that point as it was prior to the awards season. Admittedly, I didn’t look carefully enough at the listing, or I would have noticed that it was only playing in the VIP theatre. I didn’t realize it until they asked for $20 for the movie ticket. I had gone all the way down there and there wasn’t any opportunity to move to another theatre (-there was only one other in town playing it at that time-) so I took the hit, cursed myself for not looking more carefully, and saw the movie. For the additional cost, I enjoyed the privileges of having a slightly more comfortable seat (and I mean slightly), being offered over priced theatre food by annoying waiters and seeing the movie on a relatively small screen.
Theatres, especially the larger chains such as Silver City, are using the pretext of the “premium service” to simply fleece their customers of a little extra cash. It is not enough that they sell popcorn for a price that calculates to $66 a pound, a price that is twice what you’d pay for a fine steak in a good restaurant, and which rivals quality caviar. (I actually calculated this as a Math/Science activity with my Gr. 7 class.) Now they are trying to convince us that their meagre enhancements are worth charging us even more for the actual movie. It’s all smoke and mirrors. If I lived close to a small theatre like the Carlton, it would have all of my business. In the meantime, if theatres want to complete with on line services (and pirating) they would do well not to exploit their customers.