AMC â frustrated no doubt that more consumers are not turning out in droves to overpay for popcorn, and more specifically that a good movie like Cinderella Man isnât doing better at the box(ing â sorry couldnât resist the Russell Crowe âJabâ â oops, I did it again) office, decided to offer a money back guarantee to consumers.
And since then, an additional theatre chain has decided to join inâ¦
Although this tactic is open to abuse (and could conceivably collapse if enough consumers take the low road), itâs not the worst idea Iâve seen (and itâs also not the best either) Itâs a genuine expression of belief and passionâ¦and ultimately, I think consumers will respond honestly.
That being said, in no way does this address the fundamental problems presenting themselves to the movie business. For starters, itâs somewhat preaching to the choir. The kind of people that would have chosen to pay $12 to see CM, are most likely the kind that would enjoy the movie (and even if they didnât, are probably not the type to gripe and grouch and demand their money back)
The real issue is that the movie studios and theatre chains are simply not presenting consumers with enough value right now to convince them to turn out. They are just too many options and alternatives â including waiting an ever shortening time for the DVD to come out.
Now give me a pre-feature film appetizer of Tom Cruise v Russell Crowe, with Brooke Shields refereeing, as a Celebrity Boxing Main Event, and thereâll be lines around the block.
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