Instead of better films, moviegoers want cheaper seats, according to one recent survey.
In a survey from PA Consulting Group, more than four out of five respondents said they were at least content with the quality of Hollywood films. However, most would prefer a more first-class theater experience that goes easy on the wallet.
Eighty-six percent would like to see ticket prices reduced substantially, while six out of ten would like the theater to offer reserved seating. Sixty-three percent would prefer more food options beyond the typical movie fare of popcorn, soda and candy.
"This research reveals that Hollywood should reconsider how the movie-going experience is sold to the consumer," said Mike Hunter of PA Consulting Group. "We may be entering an era where consumers want the movie-going experience to be more of an event rather than an occurrence."
PA Consulting Group, a management and market research firm, polled 2,028 people in seven American cities and three European ones.
