暑期荷里活電影在港每每都想盡方法，希望可以先聲奪人。當中洲立發行的《變形金剛：黑月降臨》繼將日期由一般電影慣常的星期四提早一天至星期三後，更於周二晚上在部份戲院提供優先午夜場。
然而，優先午夜場也同時反映了安樂旗下百老匯院線其「賺到盡，食到底」的精神。
先來看看情況，是次午夜場於四大院線也有選映，不過由於不是每家戲院也有放映午夜場關係，故此有意觀看宜先查清楚場次，而優先午夜場沒有2D版本，只有3D版本，當中包括IMAX 3D版本。
有趣的是，周二午夜場，剛好碰上周二的「電影推介日」，到底票價會否因此有所優惠？四大院線的取態不盡相同。
先來看看UA院線的情況，除了IMAX以平日及假日區分票價外，其他選映3D版本的戲院，均提供了周二的優惠價，票價優惠由十元至廿五元不等。至於嘉禾與MCL院線，票價也跟平日為低。
然而，向來票價以「進取」見稱的百老匯院線，繼續秉承其「賺到盡，食到底」的精神，周二的優先午夜場票價並無優惠，並與平日一樣，當中Palace IFC票價更達135元，比UA Megabox的IMAX昂貴之貴，票價也只較UA iSquare IMAX相距五元。
據悉，百老匯院線以「優先場」為理由，不去提供周二優惠價。不過當看到其他院線的做法時，也許大家對於百老匯院線的經營手法如何心中有數。
Tony
百記在我心中, 是多次加價的始作俑者, 包括07聖誕和08賀歲的”加五蚊搶錢血案”, 而且加完又唔會減 (就是現在$65標準票價), 而各種 “片長加價” 當然又係百記發明, 因此我已經戒絕去百記也不入其會籍, 最多去下又一城看下早場, 當然好像今晚看第一類型危險則沒法.
JJ
其實無需過份標榜或強調票價是否合理的情況,一切皆是市場供求的關係而已.
我一直有留意各百老匯戲院在這部電影的不同票價的情況.近乎是不同戲院收不同的價錢,不同的價錢已代表了這間戲院的身份級別了.
百老匯院線現在有自己的訂價策略,只要同區無明顯競爭對手,就會用一個近乎賺盡的價錢來訂價(IFC是最佳例子).若有競爭對手就會看形勢訂價,THE ONE價錢$110等同海運,就成功打擊對手.但旺百則比UA朗豪坊貴5元,因旺角區街客甚多,相對不太怕競爭.
又說另一間,荷里活百老匯是95元,竟然跟嘉湖銀座同價,正乎合本人一直認為要以比同區戲院(MCL德福)低,造出抵食夾大件的效果.若想看平戲的觀眾可到此院.所以說百老匯院線不完全是賺盡策略,在競爭大的屋邨區一樣可看平戲.
本人預言將來電影票價的趨勢應是優先場會是最貴,最想先睹為快的觀眾最不計較價錢.在第一周公映的大片價錢是最貴,第二周起累進式略減價錢,賺盡最想先睹為快觀眾的錢,而想看平戲的觀眾可等2-3周後才看.
B
I Don’t really know why you keep bringing up IFC and Pacific Place and compare it to IMAX.
IFC and Pacific Place are located in the heart of the business district so naturally they are expected to have the most expensive prices. It’s more expensive than Megabox IMAX because of its location. More people can afford the higher expenses so that’s why they charge more. If you compare iSquare IMAX to Megabox IMAX, you’ll see why there’s a HK $10 difference in ticket prices…location.
馬
百老匯院線星期三多了2D版本, 可是到了正式場又好像沒有了.
B
Ryan, I think you should talk about why many places that are showing Transformers in 2D are not showing this at 7-8 PM.
For example, The ONE is showing 3D Transformers on all 6 screens during the 7-8 PM slot on Wednesday. The latest showtime for the 2D version is at 4:25 PM. If anything, this is an outrage. Can you really call this a choice when theaters don’t offer you a chance to watch it at the time you want to see it?
If you look at Olympian City, Transformers 2D is playing at 7:30 but not at 10 PM. Festival Walk is showing 2D at 10 PM but not 7-8 PM. This is more reasonable.
I understand if they want to make more money off 3D but they need to give moviegoers a choice to see what version they want to see it in. It’s really ridiculous that all 6 screens are being devoted to 1 version of 1 movie in a lucrative slot.
Ken Resurrected
Thanks B for pointing out the real problems why I really do not like 3D. They should put more 2D screens available, but guess what, they won’t do that, because they need to make money. I am sure there will be more 2D screenings during off peak hours, say week day afternoons.
JJ
本人是嘉禾VIP會員,通常都習慣去嘉禾戲院看電影,一般2D電影平10元,3D電影平20元,算抵睇.但也不會抗拒幫襯其他院線戲院.如較新的THE ONE,的確在戲院設施等各方面都做得不錯,用某銀行信用卡買票也有9折(2D電影),所以也不算貴.
《變形金剛：黑月降臨》THE ONE的訂價是110元,比起觀塘區的APM更便宜5元,看起來是有點不合理的.相信主因是離THE ONE不遠就有UA iSQUARE的3D版也是110元,THE ONE要在開業初期鞏固客源訂價不能太進取.若大家都是110元一票,觀眾一般會選設施最佳,位置較好等因素,設施方面THE ONE勝,位置方面UA iSQUARE稍勝.海運則已是第三選擇,是對於我這輩老影迷的選擇.
荷里活百老匯跟新界區的嘉湖銀座和元朗百老匯同是95元,荷百絕對是市區大院線最便宜的選擇,荷百在戲院規劃上不錯,但不清楚百老匯有否把以前的音響設施全面更新,如有的話絕對是超值之選.
APM跟旺角百老匯竟然是同一票價115元,反映APM已成為九龍東區戲院之王了.
(更正)旺角百老匯跟同區的UA朗豪坊同是115元.
B
B
I just remembered this but Ryan, Paramount stated that theaters must show this in 3D or else they will not be allowed to show Transformers 3 at all.
I can post the link if you want.
Ken Resurrected
HK$135 for a first run 3D movie in the most expensive area of Hong Kong is understandable. Palace IFC is not even a large cinema. I think AMC Pacific Place’s ticket prices may be as bad. Then again, those people who drive may prefer to go to Cyberport where prices are among the cheapest on Hong Kong Island.
Still, some of these ticket prices are absurdly high.
z
I know here may not be the best place to ask about this. But I watched Batman – Black Knight in MegaBox iMax. I have to say what an utter disappointment. Curved screen with “crappy” LCD projector!! Form all my iMax / big screen experiences from overseas, I have to wonder, is the iMax in HK real iMax!
shtmanhk
《變形金剛：黑月降臨》提早一天6月29日,因為配合北美也提前一天全球公映.