It's no big secret that many film exhibitors and distributors are always looking to increase ticket prices. Depending on how much of a 3D fan you are, you might feel that technology's prevalence was less to do with any artistic benefits and more with the opportunity for inflated prices. Similar arguments could be made for IMAX, with most of the branded screens not offering the full 70mm IMAX experience despite the higher cost of entry.
The latest innovation in film pricing has arrived in the form of 'Supertickets'. The idea, which has been offered in a selection of North American cinema chains, provides viewers with various perks in return for a more significant investment than usual.
Anchorman 2 is the latest film to announce their premium plan. The deal, which will only be available in selected AMC-branded cinemas, will cost customers $33 (just under €25). As described by The Hollywood Reporter, customers who opt for the deal will be able to see the film two days early. They'll also receive a high-definition digital download of the film when it's released in that format, as well as a download of the alternative version of the first film (Anchorman - Wake Up Ron Burgundy: The Lost Movie).
World War Z was one of the first films released with a Superticket option. That one cost a much higher $50 (approx. €36.80). Again, it offered early viewing and a later digital download, but also included special 3D glasses, popcorn and a film poster. Cinemas in Canada have offered similar deals on films such as Pacific Rim.
These kinds of prices are unlikely to appeal to many if not most cinemagoers. Ticket prices are already extremely high in many cinemas, especially for those viewers who typically attend the cinema with their families or partners. While some fans will happily spend similar amounts on a DVD or Blu-Ray, the fact that a Superticket means they'll be paying a premium for a film they've yet to watch is likely to prove a big ask in most cases.
Nonetheless, it's also easy to see the idea catching on with some film fans at least. It would almost certainly prove cheaper than buying a ticket and a high-quality home version separately, especially with the inclusion of the 'extras' that tend to come with individual Superticket deals. The appeal of getting to see a film early also shouldn't be underestimated. The films' producers, meanwhile, will hardly reject any additional income, while cinema operators will likely welcome the possibility of having some association with the film's post-theatrical digital release.
There's no indicator yet of whether the idea will catch on, and who knows if Supertickets will make it to these shores. But the idea is out there, with potential benefits for almost everyone involved. Whether those benefits are worth double or triple the price of a standard ticket will be up to every individual viewer to decide.
