Pricing war just the ticket for movie lovers – Australia News

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Kenneth Branagh in a scene from Dunkirk, which has become one of the year’s biggest movies.

CINEMA goers are on the winner’s end of a ticket price war that this week forced South Australian-owned Wallis Cinemas to slash all sessions to $12.

The discounting — with theatres already under pressure from stay-at-home live streaming services — spilt over the border from interstate.

US-based Readings, which has two cinemas in SA, at West Lakes and Elizabeth, disrupted ticket pricing earlier this year by dropping their prices to a standard $10. They were followed by Hoyts which dropped prices at its cinemas at Norwood, Tea Tree Plaza and Salisbury to $10 in late April.

Kenneth Branagh in a scene from Dunkirk, which has become one of the year’s biggest movies.

Kenneth Branagh in a scene from Dunkirk, which has become one of the year’s biggest movies.Source:AP

Wallis, which prides itself on being family-owned and independent, now says it was forced to follow suit and cut prices at its cinemas at North Adelaide, Mitcham, Mt Barker and Noarlunga.

“We are following market forces basically,” said Wallis marketing manager Paul Besanko. “I think because Readings decided to do it nationally, Hoyts seem to have retaliated to that.”

Besanko said Wallis, which operates only in SA, had to concede to the pressure and dropped prices permanently from Monday.

Adding to the competition for theatre goers, Hoyts also this week…

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