Cineplex charges extra at some Star Wars screenings

Fans are getting a surprise twist at the box office with extra $1 charges for assigned seating

Cineplex Inc. is giving Star Wars fans a surprise twist at the box office by charging an extra dollar for assigned seating at some showings.

The country’s biggest exhibitor has tacked on a surcharge at select regular screenings of “Star Wars: The Last Jedi” across Canada in hopes moviegoers will be willing to pay more for not waiting in line.

It’s a move the company says makes it convenient when a screening is sold out, which often leaves latecomers hunting for empty seats.

While reserved seating isn’t entirely new at Cineplex, the cost has usually been built into ticket prices for the company’s premium Imax, VIP and UltraAVX theatres. The exhibitor also experimented with charging an extra $2 for “prime seats” at the centre of a few of its busier theatres.

But it has not previously rolled out the concept at what it calls “regular” screenings — movies shown in traditional auditoriums without the additional costs associated with 3D or a larger screen.

With “Star Wars: The Last Jedi” likely to be the biggest film of the year, Cineplex wanted to gauge how audiences reacted to the concept on a wider scale. The company says about 20 per cent of its Canadian locations are testing the $1 fee for reserved seats at regular screenings.

If the concept is received positively, it’s likely Cineplex will revisit the reserved seating at regular screenings for other event movies expected to draw huge crowds.

The move comes as Cineplex and other theatre owners hunt for ways to boost profits at a time when a night at the movies competes with a raft of other convenient entertainment alternatives, like Netflix.

Screenings of “Star Wars: The Last Jedi” have put an extra financial squeeze on North American exhibitors after Disney revealed a number of unusual requirements for any theatre wanting to screen the film.

Disney told exhibitors it would pocket about 65 per cent of the box-office revenues from Star Wars tickets. Traditionally, distributors take about half of the box-office revenue for a movie.

The Wall Street Journal reported last month that Disney’s move cuts deeply into exhibitor profits for the biggest movie of the holiday season.

It was widely expected that theatre owners would look to recoup their lost share in other places, like hiking the price of concession items and boosting ticket prices wherever possible.

Just Posted

Fishing in Sylvan Lake: species in need of recovery this year

Current concern for Sylvan Lake is overharvest of Walleye and Northern Pike

Burman U prof publishes international development book

The Development Trap: How Thinking Big Fails the Poor looks to challenge perceptions

Health Minister Sarah Hoffman discusses Community Paramedic Program

Hoffman was in Red Deer meeting with patients who have used the service

Man threatens to kill partner, kids, dog

This is a very serious offence: Judge

Instructor receives Brazilian Jiu Jitsu black belt

A feat many years in the making, Ken Sumner officially earned the black belt in early April

WATCH: Central Albertan receives award for aiding RCMP officer in arrest

Lonnie Amundson, rugby player, tackled a fleeing suspect to help ailing officer

WATCH: ‘Battle of the Badges’ event raises money for Humboldt Broncos

Red Deerians get together at charity hockey tournament April 20th at Servus Arena

Producer, DJ Avicii found dead at 28

Swedish-born artist Tim Bergling, was found in Muscat, Oman

Trudeau ends 3-country tour with global reputation, alliances intact

Prime Minister Justin Trudeau finds footing on the world stage after China and India controversies

Leafs’ Matthews has top-selling jersey, edging Crosby, McDavid: NHL

Austin Matthews jersey sales top Pittsburgh Penguins’ Sidney Crosby, Edmonton Oilers’ Connor McDavid

Victims grant may miss needy parents due to eligibility rules: report

Only 29 of 50 applicants between 2013 and 2017 received the grant across Canada, a federal report says

Three suspects charged with 38 crimes after Wetaskiwin carjacking

RCMP Rural Crime Reduction Project starts strong in Wetaskiwin

4-20: Pot activists continue their fight beyond legalization

Cannabis activists say there is still a lot to fight for beyond legalization

Comey memos: Trump talks of jailed journalists and ‘hookers’

A 15 page document written by former FBI Director James Comey about dealings with Trump is released to press

Most Read