Is the price of movie tickets falling? Of course not. It may not look that way in 3Q: The average amount that consumers spent was $7.94, down from $8.06 in 2Q, the National Association of Theatre Owners reports today. But the numbers tend to bounce around from quarter to quarter, due in part to whether there are 3D films compelling enough to lead consumers to pay up for the higher-priced tickets. Last quarter was light, although it included Warner Bros’ Harry Potter And The Deathly Hallows Part 2 and Disney’s The Lion King 3D. The pricing picture becomes clearer when you step back to look at averages over time: The average for the first nine months of 2011 is $7.96, up 1% from all of 2010 and 6% from 2009. Regal also recently reported that its average ticket price was $8.78 in 3Q, up 1.9% vs the same period last year.
Universal Pictures is thinking outside the box in trying to raise awareness for its David Dobkin-directed body-switching comedy The Change-Up, which opens Friday against Rise of the Planet of the Apes. The Change-Up has been tracking a bit softly, and the studio today sent a promo that highlights the chemistry and appeal of the film’s stars, Jason Bateman and Ryan Reynolds. The studio has done something else that caught my eye: Similar to when Lionsgate sold $6 tickets to The Lincoln Lawyer through Groupon, Universal is offering $6 tickets to the movie through DailyCandy Deals, the Comcast-owned online daily newsletter that offers discounts from jewelry to restaurants. Here’s the offer as it was sent to me through an email from movie site Fandango: “As a Fandango fan, you’re invited to score a special deal from our friends at DailyCandy Los Angeles. Round up the gals this weekend and ogle Ryan Reynolds and Jason Bateman in The Change-Up for just $6 (up to a $14 value). Even more swoon-worthy: DailyCandy will send new Deals at 40-70% off straight to your inbox, along with insider info on Los Angeles restaurants, spas, boutiques, and more.”