'Freakonomics' authors test theory with new movie

How much would you pay to see a new movie?

We make that decision all the time. Pay $10 to see it at the theater? Pay $5 to see it on-demand? Pay $1 a night when the DVD comes to Redbox?

Now that question will be put to a real-life test for next week’s advance screenings of “Freakonomics: the Movie,” based on the best-selling 2005 book.

The “sneak preview” screenings in 10 cities Wednesday will be offered on a pay-what-you-want basis, with tickets being offered at 40 different price points, from a penny all the way up to $100.

To buy a ticket, you first have to complete a survey on how much you intend to pay. The anonymous data will be analyzed by “Freakonomics” authors Stephen Dubner and Steven Levitt “to identify what factors and circumstances prompt movie-goers to pay more or less for their screening tickets.”

The gambit is a variation on pay-what-you-want music published by bands like Radiohead, or the honor-system bagel service that served as an introductory lesson in economic behavior in "Freakonomics."

In the case of the movie, it seems unlikely that many viewers will choose to pay the full retail price for a ticket, much less $100. It’s a classic case of asymmetrical information: With no reviews or even word of mouth available, there is no way to guess whether this movie will be any good. That is one reason sneak preview tickets often are given away for free.

But the little experiment could help build buzz for the film, which opens nationwide Oct. 1. And in a media-saturated world, that’s priceless.

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Nothing, I'll wait til it comes out on dvd..

  • 4 votes
Reply#1 - Thu Sep 16, 2010 10:53 AM EDT
someone-4Deleted

Ditto. Nothing. Tired of having a good movie ruined by jackasses who can't stop talking, kicking the seat in front of them, chewing with their mouths open, etc etc etc. It's not worth 50 cents to me.

Not to mention all the giant commericals you have to watch beforehand, endless previews that all look stupid, etc etc etc.

  • 2 votes
#1.2 - Thu Sep 16, 2010 4:57 PM EDT
Reply

i cant stand the movie theatre, so i would pay nothing. the temps are too cold, the volume way too loud. and 10 bucks, when i can wait a few months and either catch it for a dollar at red box, or from netflicks but i dont care enough to wanto to spend any more than bare minimum to watch a movie and i sure as hell dont want to go to the theatre

  • 4 votes
Reply#2 - Thu Sep 16, 2010 11:08 AM EDT

People might be willing to pay a little more to go to a theater and see a movie if the studios would stop releasing them to DVD three months after they were at the theater. Why go to the theater when it will be in the stores so soon? For that matter. Why buy it when it will be on TV within a year? The studios are in such a rush to cash in fast on the movies every way possible because most of them are junk and if people had to wait they wouldn't watch them at all.

  • 3 votes
Reply#3 - Thu Sep 16, 2010 11:12 AM EDT

Over the past three years I have seen just five movies at a theater; but like many I often watch at least one movie a week (mostly Netflix). There were few movies I felt I 'had to see' when they came out and those that I did see in the theater (such as Star Trek and Sherlock Holmes) I could have waited for. I have the same complaints as listed - cost, volume, endless commercials, rude talking patrons, huge markup on food, etc. I'm happy to wait and watch at home in my jammies with my honey and microwave popcorn. Sorry, theaters, I think your days, or least your profits are going down. Adjust to the new reality of movies or perish as the drive-in is doing.

    Reply#4 - Thu Sep 16, 2010 11:19 AM EDT
    Reply

    Zip. Nada. Zilch. Zero.

      Reply#5 - Thu Sep 16, 2010 11:24 AM EDT

      Most Americans wait for it to come out for a dollar.

      • 1 vote
      Reply#6 - Thu Sep 16, 2010 11:30 AM EDT

      I can wait, but some people can't. Look at the people who camp out overnight for the latest tech gadget that will be cheaper and better in 6 months.

        Reply#7 - Thu Sep 16, 2010 11:33 AM EDT

        I've paid up to $14, but beyond that, and I'd probably just skip it altogether. I think $6 to $10 is a fair range. Why go to the theatre at all? Really? Trying to watch a movie at home is an excercise in frustration. The telephone ringing, neighbors popping in, the dogs barking at passersby . . . not to mention the tiny screen. Yes, sometimes the theatre experience is less than it could be, bu overall, I'd much rather watch there than at home.

          Reply#8 - Thu Sep 16, 2010 11:36 AM EDT

          Thomas you are such a tool. your excuses are: The telephone rings, WOW just unplug it idiot. The neighbors pop in, Don't answer the door. The dogs barking at passerbys, train your dogs stupid!

          So you go pay your 6 - 10 dollars and sit in a crappy environment and I'll just enjoy it for $1 for both me and my wife.

            #8.1 - Thu Sep 16, 2010 12:26 PM EDT

            the telephone ringing..That's unique to home and not the theater?

            "neighbors popping in, the dogs barking at passersby.."

            Heh, sounds like your own fault on that one..

            ". . . not to mention the tiny screen."

            As of this..you know you can get a 47 inch screen for under $800 now right?

            --

            I'm not all "for" the theater experience but these are some pretty weak excuses for not too.

              #8.2 - Thu Sep 16, 2010 7:37 PM EDT
              Reply

              Zero. I pay Netflix and watch several shows/movies a month when they arrive in the mail. Theaters are ridiculously expensive. In the last 10 years I've taken my family to about 20 movies. 2 per year average. That's it. I won't throw any more of my hard earned money away than that.

              • 1 vote
              Reply#9 - Thu Sep 16, 2010 11:52 AM EDT

              For my wife and I, it's the "theater experience" we enjoy, and we usually have good luck with that. We'll plan on going and treat ourselves if there is a movie we really want to see. Sometimes we may sneak in a box of candy from the Dollar Store. It's the same mentality if we are going out to eat at a nice restaurant or going to the casino for a few hours. Definitely not an every night thing, but when budgeted for can be nice.

                Reply#10 - Thu Sep 16, 2010 12:06 PM EDT

                I pay to go to a movie when it's a high quality movie. It doesn't have to be a popular movie, just high quality. Sadly, Hollywwod is so stale on ideas, they keep trying to rehash classic movies. I guess that's another reason why the Sundance Festival has become so popular. Hooray for independent film makers. Since there are so few quality movies, I don't go that often.

                I only wish movie theatres would put popcorn in cups instead of those cheap bags.

                • 1 vote
                Reply#11 - Thu Sep 16, 2010 12:16 PM EDT

                I tried to get through the book but it was such a stinker I never finished it. I do not plan to see a movie based on this book.

                  Reply#12 - Thu Sep 16, 2010 12:22 PM EDT

                  Studios demand all the ticket money for the first week or two a movie is shown. After that the theater gets a cut of the ticket money. Until then the theater only makes money on concessions. That's why they are so high. I wonder what would happen if every theater chain told the studios to stuff it. Would the studios be less greedy? Now if the studios would only make movies worth watching.

                    Reply#13 - Thu Sep 16, 2010 1:04 PM EDT

                    I'm done with theaters. I just paid $18 to see a movie in IMAX. It was too loud and not a good movie anyway. My large soda and popcorn cost $12.50. For the $30.50 I spent I could've bought 2 six packs of Turbo Dog beer and had enough left over for jumbo pack of beer jerky. I could have entertained myself and a friend for hours. Theaters have priced themselves out of my market.

                      Reply#14 - Thu Sep 16, 2010 1:08 PM EDT

                      I haven't been inside a movie theater in over thirty years and don't intend on going into a movie theater in another thirty years, if I'm around that long. I have a DVD collection of over 500 movies so it isn't as if I don't like watching movies. Netflix and my DVD collection more than cover anything that a movie theater coculd offer.

                      • 1 vote
                      Reply#16 - Thu Sep 16, 2010 1:19 PM EDT

                      With Home Theaters being so economical now, I can't fathom why anyone would actually go to those disgusting theaters any more.  I've got a family of 5, with what it would cost to go once a week, that is like a CAR PAYMENT every month.  The only theaters that thrive around here are the "premium" ones with fancy box seats and table service; it seems to be the trend for all the "Divorced Dads", a perfect all-in-one afternoon for that every-other Saturday visit: Food, Comfy Chair, and Beer for daddy.

                        Reply#17 - Thu Sep 16, 2010 1:39 PM EDT

                        Meow!

                        • 1 vote
                        #17.1 - Thu Sep 16, 2010 10:51 PM EDT
                        Reply

                        We rarely go to the movies anymore... maybe once or twice a year... because of the cost.  For a family of 5, its expensive, and that's without buying ANY of the concessions.  The one or two movies we see a year are movies we are pretty darned confident will be good and worth the price.  Last two movies we've seen were Toy Story 3 (non 3D) and the last Harry Potter movie released.  I would not pay money to see a movie I'm not confident will be good, worth the price paid just to get in.  I especially would NOT go to a movie on a weekend night because the theaters are packed with rude teenagers that think nothing of talking during a movie.  All other movies we see, we see for cheap via Netflix.  That way, if the movie stank, or was just "okay", I don't feel like I've wasted my hard earned money.

                          Reply#18 - Thu Sep 16, 2010 1:39 PM EDT

                          I have not been to a movie theater in years. The last time I was in one I almost got into a fight with someone who was on the phone talking during the movie. I do not need that kind of grief. A $8.00 movie almost cost me bail money.

                          • 1 vote
                          Reply#19 - Thu Sep 16, 2010 1:55 PM EDT

                          Five to ten dollars is my limit. Back in the late 60s and 70s, we went to movies all the time. Now, I go about 2 or 3 times a year and only if I'm sure the film will be really good. I got sick of the adolescent frat boy humor, plots that had holes big enough to drive an SUV through and cheesy "romances" that weren't at all romantic or even engaging. Typically, what passes for "important" or "serious" film making consists of twisted, sick or nonsensical characters in circumstances that rarely have any relationship to real life. And don't get me started on remakes of classic movies and TV shows. Ugh! What a huge waste of time and celluloid.

                            Reply#20 - Thu Sep 16, 2010 2:18 PM EDT

                            $2 in a first run theater, less elsewhere. Many of the Hollywood actors are overpaid bums/nutjobs and the movie co's are spewing crap anyway.

                            • 1 vote
                            Reply#21 - Thu Sep 16, 2010 2:37 PM EDT

                            5 bucks max. 99% of the time, I wait until it comes out on DVD and rent it from a local drug store for $1.99. The other 1% is the movie gift card my brother-in-law provides once a year.

                            .

                            The cost isn't worth the product.....especially the popcorn.....

                              Reply#22 - Thu Sep 16, 2010 3:05 PM EDT

                              I do enjoy the theater experience of seeing a film on the big screen, especially the big action blockbusters, but I agree that theater operators make the theaters too cold and turn up the volume WAY too loud. I don't have kids and don't want any, so going to the theater doesn't necessarily break the bank for me, but I usually opt for matinees and won't buy full priced snacks. My national chain theater offers rewards ($1 candy or popcorn on different days) which I think is great. 3-D is a complete rip-off- I've seen a couple and I've liked the 2-D versions better-I'll never pay for that again. I think $5-$8 is a reasonable price to pay. Aside from 3-D, I haven't ever had to pay more than that per ticket, and I've lived in every region of the lower 48 and go to the movies regularly. Most movies I rent for $1 from the various kiosks, or borrow for free from the library (either locally or inter-library loan).

                                Reply#23 - Thu Sep 16, 2010 3:24 PM EDT

                                There just hasn't been anything worthwhile in the theaters for years. I went from seeing 10 to 12 movies a year in the theatre (teens- early 30s) to 1... maybe 2 in a year now that I'm in mid to late 30s (and I'll note that I am no longer the demographic so why should the movie industry care). I can't even get worked up for paying for on-demand or renting it... I'll just wait until it comes on HBO or Showtime... or see it slightly cut on TNT or Spike. I mean, really... does it matter that they cut out crap from crap?

                                If I read one more article about them remaking an 80s movie (which was likely a remake of a 60s movie), I think I'll scream! The reality is that the movie industry is dying a slow death... and I'm OK with that. They functioned for years overcharging consumers because production companies overpay their executives, drama-filled, drug addicted actors, actress and directors that I'm more than happy to see them get paid half or a quarter what they used to (which I'll note is still loads more than what the Average Joe or Jane gets paid for working 40 hours a week/52 weeks a year!).

                                  Reply#24 - Thu Sep 16, 2010 3:25 PM EDT

                                  No more than what Netflix charges. I cannot understand why people go to movies when wait a few months and you can get the DVD or stream them using high quality player software like DVX and watch in the comfort of your own home (pause to go to the bathroom and eat popcorn with real butter.)

                                  • 1 vote
                                  Reply#25 - Thu Sep 16, 2010 3:34 PM EDT

                                  The only people who pay what is asked for admission are KIDS! There's a competition to see who gets to see the latest kid movie when it comes out. Young adults who have the latest electronics at home wait to rent it. Seniors go on Senior days. Comments: Theaters are unhealthy, expensive and the temptation to buy snacks that are over priced and unhealthy is always there.

                                    Reply#26 - Thu Sep 16, 2010 4:06 PM EDT
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