Mixed reviews for cheap cinema tickets
Some cinemas yesterday scrapped their discounted ticket scheme, complaining they were losing too much money and had failed to attract hoped-for crowds.
But two operators claimed the promotion had been a success and had helped swell audiences.
A Hong Kong Theatres' Association spokesman said the trial eight-week $25 discount offer for films screened on Tuesdays and Wednesdays meant many operators had lost money because the promotion did not cover costs such as wages and rent.
The spokesman said box-office takings last month were $47 million, down 24 per cent from the same period last year, when the figure was $62 million.
He said the association would review the situation before making a decision on whether to run further discounts.
Among those who said they had benefited from the scheme was Broadway Circuit, whose spokeswoman claimed the cinema chain had seen an increase in customers, although she was still waiting for figures. 'We are very pleased with the promotion, but we still have to weigh up the overall affects,' she said.
And film distributor Golden Harvest Entertainment is so certain it can reap benefits from the scheme that today it launches discounts at its Diamond Hill and Tsing Yi cinemas.
A Golden Harvest spokeswoman said: 'We do not have any plans to extend the promotion to our other four cinemas, but we will review it if the promotion is successful.' She added the crisis in the industry would lead to a gradual phasing-out of older cinemas to make way for more modern outlets.
Motion Picture Industry Association chief executive Woody Tsung Wan-chi said he did not think cinemas were in danger of closing because they could not meet box-office targets.
'It is just that the theatres are facing more competition from other forms of entertainment such as VCDs and cable TV,' Mr Tsung said. 'I do think that $25 for a movie is the absolute discounted limit,' he added, saying that even if the industry bounced back it would not be able to break even by selling tickets so cheaply.
'The economy is another major impact . . . but when the economy turns around we will see a huge improvement.'
