Modified Wed, Nov 25, 2009 09:59 PM
Garner theater switches strategy
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close xGARNER -- About three months after the Garner Towne Square movie theater switched to showing second-run films for $2, it has scrapped the strategy.
The new owner of the 10-screen cinema decided in August to try reduced prices to draw more customers. Business has suffered during the recession and as more moviegoers choose the newer White Oak 14 theater about five miles away.
But the change didn't pay off, and the theater converted back to first-run films last week "to stay in business," Garner Towne general manager Robert Hughes said.
The theater will still be a bit cheaper than its rivals. Garner Towne now is charging $7 for adults, $5 for matinees and $4 for children. Adult tickets at White Oak are $9.50, andprices will probably rise in 2010, Hughes said.
"The community appreciated what we were trying to do, but people want to see movies as soon as they come out," said Hope Branch, director of operations for Carolina Cinemas, a Texas company that bought Garner Towne in May.
The Garner theater did brisk business last weekend with big movies such as "New Moon," proving that the switch won't turn off customers, Branch said.
The chain, which also owns the Raleigh Grande 16, plans new advertising to alert people to the change in Garner. That will include radio spots and a billboard on U.S. 70 in Garner, Branch said.
There are only a handful of second-run movie theaters in the region, including Carmike Cinemas Blue Ridge 14 inRaleigh and the Howell Theater in Smithfield.
On Friday, the Varsity Theater on Chapel Hill's Franklin Street will reopen, showing recently released and classic movies for $3. The new owners, Susan and Paul Shareshian of Chapel Hill, did extensive renovations and have said they want to offer a theater "where local residents can enjoy a movie at a reasonable price."
Movie studios are speeding up how quickly they release movies on DVD to boost that source of revenue, but the trend can hurt demand at second-run theaters.
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