The great cinema food revolt: Popcorn is too pricey, say nine in ten movie-goers

 

 

By Paul Sims

 

Last updated at 10:13 PM on 8th July 2011

 

 

Crunch time: Only a quarter of consumers said that having popcorn was a must

 

A box of popcorn or tub of ice cream have long been considered a major part of the movie-going experience.

But nearly nine out of ten cinema-goers consider food and drink at the venues to be overpriced, research reveals.

And the proportion of people who take their own products into auditoriums – 29 per cent – has for the first time exceeded the proportion who buy it there – 23 per cent.

More than half of consumers say they would like to be able to take their own into cinemas, the research found, while only a quarter said that having popcorn was a must.

The research from Mintel also revealed that three quarters of cinema-goers think tickets are far too expensive – up from nearly two thirds last year.

Michael Oliver, senior leisure analyst at Mintel, said: ‘This negative perception of cinema food, in particular the waning enthusiasm for popcorn, is an issue.

‘This is a warning shot across operators’ bows that should be heeded, otherwise the industry runs the risk of pricing itself out of competitiveness.’

Meanwhile, the value of the industry grew by 2.5 per cent in a year, but the number of admissions slipped by 2.5 per cent.

While 3D movies boosted the industry by increasing their market share from 13 per cent of the box office to 28 per cent between 2009 and 2010, they also made it too expensive for the average customer, the research concluded.

 

 

The worrying findings will almost certainly send a shockwave through cinema operators as they strive to turn the tide of dwindling audiences.

Mr Oliver added: ‘Cinema chains are going to have to tread very carefully in the next 12 months with their pricing.

‘While it may have been product-related, the dip in admissions in 2010 was perhaps the first sign that consumers are starting to feel their custom is being taken for granted by operators.

 

‘The proportion of cinema-goers who think that tickets are too expensive has risen in just 11 months from just under two thirds to more than three quarters.'

There could be yet more pressure heaped on the industry. Whilst the time between a film going on general release in the cinema before appearing on DVD and film channels is currently 17 weeks, recent trials in the US have experimented with a 30-day window.

 

Decline: The number of cinema admissions slipped by 2.5 per cent in a year, sending a worrying message to the industry

 

If those trials cross the Atlantic it could see hard-pressed audiences boycotting cinemas and waiting for the film to be released on DVD or via a premium video-on-demand service.

Experts have predicted a 4.1 per cent decline in 15-24s going to the cinema over the next five years.

Only 14 per cent of people visit the cinema every two to three weeks or more often.

Despite developments in advance booking technology, around two thirds of cinema-goers buy tickets when they get there, the research found.

‘The dip in admissions in 2010 could just be product-related, or it could be the first indication of greater caution on the part of consumers when it comes to their discretionary spending, given the squeeze on household income currently being seen,’ it concluded.

‘While cinema has traditionally been viewed as affordable escapism, and therefore relatively resilient to the forces of recession, there is a danger that industry complacency could lead operators to believe that customers will keep on coming through the doors, no matter what they do.’

‘As household budgets are squeezed even further in the coming 12 months, operators are going to need to demonstrate empathy when it comes to understanding the circumstances of their customers, otherwise they face the very real prospect of, having already alienated them, losing them.’

 

I always take in my own snacks - and I can't stand popcorn, anyway.:smug:

That's what old people do.

Eat popcorn, or take in their own food? Are there any statistics to back this up?:confused:

Eat popcorn, or take in their own food? Are there any statistics to back this up?:confused:

 

Better.

 

Besides, I never understood why the need to eat while watching a movie. It distracts you, a bit fell on your knees, the soda was too icy and it's dripping. The popcorn got stuck in your teeth and it's annoying you to no end. Blah.

Better.

 

Besides, I never understood why the need to eat while watching a movie. It distracts you, a bit fell on your knees, the soda was too icy and it's dripping. The popcorn got stuck in your teeth and it's annoying you to no end. Blah.

 

I never understood the need to eat noisy, crunchy snacks, anyway. "Sucky" sweets and a bottled drink without a straw is fine, as it doesn't disturb anyone (as long as the sweets aren't in noisy wrappers).

Just as annoying are people who use mobile phones while the film's running.:angry:

Maybe receiving an emergency text on "vibrate" is fine, but if anyone wants to reply, they should leave the auditorium.;)

I like to eat my popcorn as loud as I can during movies.

I like to eat my popcorn as loud as I can during movies.

 

Maybe it's an Arizona thang!:P

Maybe it's an Arizona thang!:P

 

No. Just my thang.

No. Just my thang.

 

Do you do this often?:thinking:

Do you do this often?:thinking:

 

Sometimes..... once. Twice?:thinking:

Sometimes..... once. Twice?:thinking:

 

A week? Month? Year? In your life?:confused:

I swallowed all the foods in the past in cinema but now I stopped :(

 

 

For my part it's been so long that I'm not going to see a movie .

but go alone see movies and no one at the hall because was the afternoon . not have friends for go to see the cinema because all have a bf and and prefers their bf for going see the movies

 

and now I moved and where I live have not cinema .

That's what old people do.

 

I'M OLD! :bigcry: *runs out of thread*

I'M OLD! :bigcry: *runs out of thread*

 

Me too, Emma. :lol:

 

I'm not a huge fan of popcorn, and it's like $3 cheaper just to bring your own candy. :P

 

 

 

 

A box of popcorn or tub of ice cream have long been considered a major part of the movie-going experience.

 

 

wut da. i've never even seen ice cream in a movie theater. :|

I've seen cones, but certainly not actual tubs. Cones are consumable in a short amount of time... tubs aren't, so wouldn't it melt a bit?

Can't complain about Reel Mondays/Wednesdays, £3.80 to see a movie is good value for money compared to other events.

 

As for Popcorn, it's always been expensive, it's how the cinemas make their money

£3.80 to see a movie is good value for money compared to other events.

£0.00 at home is even better! And I have a free bar and all-you-can-eat fridge contents!

Here it's about $15 to see a movie. :awesome:

 

Isn't that ridiculously overpriced? :awesome:

 

As for Popcorn, it's always been expensive, it's how the cinemas make their money

 

And it's predominantly "air" of course..................... :rolleyes:

Here it's about $15 to see a movie. :awesome:

 

Isn't that ridiculously overpriced? :awesome:

 

No, because here it's around $20 for a full-priced adult ticket

No, because here it's around $20 for a full-priced adult ticket

 

:stunned:

I always take my own snacks (usually a bag of sweets and a drink) when i go to the cinema these days, have done for years. I do like popcorn but the stuff they do at our cinema is way overpriced now.

£0.00 at home is even better! And I have a free bar and all-you-can-eat fridge contents!

 

But watching 4 year old movies getting shown on BBC or ITV with adverts isn't the same as a new movie :P

And it's predominantly "air" of course..................... :rolleyes:

 

Aye, the cups cost more to the cinema than the actual bags of popcorn they buy in.

 

But it's how they make their money, most of the ticket price goes straight to the film company.