The problem with a movie date is not that sitting in front of a screen for two hours is a terrible way to get to know someone blah blah blah. The problem with a movie date is that movies are insanely expensive. So expensive. So, so expensive. According to the Wall Street Journal, the average ticket price in 2013 was $8.13. In some cities, it’s well over $10. And IMAX — forget it. Is this person you’ve maybe talked to on the Internet once really worth $12 plus popcorn to see Mila Kunis comedically flirt with a boy?
They aren’t. You aren’t, either. Nobody is worth $12 plus popcorn to watch Mila Kunis flirt with a boy, including Mila Kunis — and movie theaters, the WSJ reports, are starting to realize that. And so, to lure us all back to the big screen, the National Association of Theatre Owners, the industry group that represents North American cinemas, has hatched a plan. Once a week, on a yet-to-be-determined weekday, theaters will offer patrons discount tickets. And unlike standard matinee bargains, the deals would run all day and into the evening. The details have yet to be worked out — participating theaters, prices, and day of the week remain TBA — but the theater owners association is confident they’ll get the program off the ground in at least one state sometime this year.
Is it your state? And if so, what are you doing Wednesday? Or Tuesday? Or maybe Monday? Thursday? They’ll figure it out eventually.