Budget theaters attract more business

MENASHA, Wis. (WLUK) - Rising ticket prices up to $9 now and a troubling economy have fewer people spending money at the movies. Ticket sales down 4 percent in 2008 according to the national association of theater owners. But that's at first run movie houses like Regal Cinemas and Marcus Theaters.

"I think that's the money being tighter people are more cautious. Everybody has to do some sort of entertainment if you want them to spend their entertainment dollar on you, you've got to give them a better value," said Mike Radue who owns and operates neighborhood theaters in Menasha, Chilton, De Pere and Manitowoc.

And while you won't find new releases (except for Chilton), you will find tickets for about half price. And that incentive has admission up at all four locations.

Business at the De Pere Cinema was up 25 percent last year and the success continues into 2009. Last weekend shows for "Madagascar: Escape 2 Africa" were sold out.

"Just seems like people will wait and see the more average movies at the budget cinemas," explained Radue about his success.

But even Marcus Theaters, which operates 700 screens in seven states, understands times are tough and is offering discount deals to keep people coming back.

"We have discount for matinee shows, and $5 spotlight movies on Wednesday and Thursday," said Carlo Petrick with Marcus Theaters based in Milwaukee. "We're doing whatever we can to attract people to our theaters."

Theater chain operators say the movies themselves also play a big role in a theater's success.

"The national numbers are down a bit but that's driven by the movies played in theaters," said Petrick.

For Radue, he's able to see which movies do well before bringing them in to his theaters. And to make the movie experience unique his theaters have tables for the pizzas and burgers and other menu items he sells. He says he's hoping to make dinner and a movie more affordable for everyone.