If you're heading to the theater to watch How to Train Your Dragon this weekend, don't be surprised if you end up paying more than usual. Variety is reporting that some theaters could charge up to 26% more than the usual 3D surcharge this weekend.
It was said that the average 3D surcharge ran between $2 and $3 but some theaters could be charging $3.50 or more and, in large markets like New York and Los Angeles, the charge could be as much as $5 or more. The numbers, which came from a Wall Street media analyst, do not include extra fees for IMAX 3D.
"If consumers absorb the price increases without issue, we believe it bodes well for the pricing power of the movie exhibition industry," the report from Richard Greenfield of BTIG stated.
The report studied 10 movie theaters in various markets and of those 10 theaters, the average increase for the 3D surcharge was $1.13.