Avatar IMAX phenomenon in Shanghai

Demand to see the film Avatar is so great that the IMAX ticket price in Shanghai will go up next week. That will make it one of the most expensive IMAX-3D ticket prices in the world.

Although the story-line of Avatar has been used many times over, its unique wrapping still helped the movie break the Shanghai Box Office record faster than any film in history. Suddenly, IMAX-3D has become the prefect choice for residents in Shanghai to watch it.

It's still 6:30 in the morning. But long queues have already formed outside cinemas in Shanghai. Some are fully packed, even bringing their quilts to spend the night outside the ticket office just for one IMAX ticket to see Avatar.

Ms. Liu, Ticket Buyer, said, "I have been waiting for more than 10 hours. It's freezing here. I have got 6 heat packs, plus my quilts."

Shanghai's only IMAX cinema has announced it will increase ticket prices for Avater from 150 yuan to 200 yuan. Theater managers say the reason for the price hike is not purely economical. It just want to ease the tension between supply and demand.

Wang Bozhang, General Manager, Shanghai Pezce Cinema said, "The boom in the market has decided what our price should be. If you increase the price, and consumer may feel it's too expensive. Then some fans may go to watch non-IMAX versions of Avatar."

Ticket Buyer, said, "The price hike is a market move. If people really want to see the movie, they won't care about fifty kuai."

Theater managers say, the price hike is only targeting the IMAX version of Avatar. Some consumers belive the price increase is reasonable. But others feel the move will cause some people to stay away from cinemas.

Ticket Buyer, said, "The price now is too expensive. It should be what it used to be. The price should not go up, just because there are more people who want to watch it. "

Ticket Buyer, said, "The price hike sets a bad example for the movie industry, which is that it will always be more expensive to watch good movies."

The Shanghai United Circuit is urging movie theaters not to hike ticket prices. Because good movies can actually help the cinema attract larger audiences. And this will be good for their long-term development.