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What do you guys thing? Could this instance be considered price gouging or just market demand?

New Years Eve plans weren’t set in stone yet, so going to the movie theater was determined to be a good idea. Killing a few hours at a movie would help get the evening along and help me make it to the new year (instead of being an old, grumpy person – er, like every other day).

Anyway, we only have one movie theater that is local so to the AMC we went. During the ticket purchasing process it was discovered that the normally $5+ tickets at the theater were just the normal price of $11+. Huh? What’s going on here? Discount Tuesday has been a thing for years and this last year has been no different, so why suddenly are prices not the normally discounted price?

Come to find out, because both Christmas Eve and New Years Eve are the night before a holiday, the theater suspended the special price to take advantage of the fact that maybe more people would want to go see movies. Really? They’re going to jack the normally low price up for two days just so they can take advantage of their customers?

To me, it smacks of “price gouging,” because it is taking advantage of an abnormal situation to make more money. The official definition doesn’t say anything about a “state of emergency” or “disaster,” but if you look at legal definitions it tends to lean in that direction.

I guess it probably isn’t really price gouging, but it feels really shady when you are standing in line to buy tickets with your kids and what would have been a $25 night at the movies turns into $60 (before you even buy popcorn or snacks) because you have no choice at that point. I watched family after family be surprised by the unique “price adjustment” and the unspoken visual debate between husband and wife take place via their eyes. There were some who just turned around and left, but not very many. As parents, it’s hard to turn around and leave when you have all those eyes staring at you in expectation. So, they break the budget to make it happen.

Real shady, AMC. Real shady.