Moviegoers irked
by restrictions on
discount tickets

Local theaters are forced to
reject special admissions for
most new film releases

Starbulletin.com movie database

By Treena Shapiro
Star-Bulletin

Moviegoers have been disappointed at the box office recently when their discount movie tickets have been rejected for new releases.

Many motion picture companies now prohibit local theaters from accepting discount movie tickets and passes during the opening weeks of high-profile features. The most notable restriction has been on "Star Wars: The Phantom Menace."

Signature Theatres restricted the film for eight weeks after the May 19 opening, lifting the restriction today along with Consolidated Theatres. Other movie companies restrict their features for two to four weeks.

The result is that Consolidated group movie ticket holders have to shell out money for tickets when their tickets are refused or use the tickets at a matinee. Since the matinees cost $4 and the group movie tickets run $5 to $5.50 depending on the source, the second option is a waste of money.

Gregory Austin, 42, had his group movie tickets refused when he took his sons to see the 4:55 p.m. showing of "Star Wars" at the Kahala Theatres yesterday. He ended up purchasing regular-priced tickets instead. "This is my first occasion of them being turned down. I think it's just going to snowball into other movies," he said, in which case he'll stop buying group movie tickets.

One couple who used group movie tickets to see the unrestricted "Tarzan" at the Pearlridge West Theatres last night doesn't like the changes. "We live in Hawaii. It's hard enough to pay the rent," Amalu Sing said. "Every bit counts."

His wife, Shay, agreed. "It's so discouraging. Before, we were going to the movies about every week." Now she said they'd rather rent videos or watch movies on cable because it's cheaper.

Consolidated Theatres could not disclose how many group movie tickets are sold, but they have always been popular in Hawaii, said Amy Wood, director of marketing at Consolidated Theatres' parent company, Pacific Theatres.

"We offer GMTs to companies and organizations for perks, benefits and incentives for employees or members of the group," she said.

AAA Hawaii takes advantage of the Consolidated group movie tickets. On average, AAA sells 300 to 400 tickets a week at $5.25 each, said Diane Bierne, senior secretary for AAA. Bierne said sales have not diminished.

Chan Wood, vice president of the Pacific Theatres booking department, said Hawaii is fortunate that ticket restrictions have gone into effect only recently.

"These restrictions on GMTs have been in effect (on the mainland) for several years," he said. "It's only been in the past few months that they are enforcing restrictions (in Hawaii)."

"I guess that some of the people that have GMTs are upset about it, rightfully so," said Ben Erickson, manager at the Consolidated Theatres at Kahala Mall.

But there's nowhere else to go for a better deal. Wood said all theaters have to adhere to the guidelines set by the movie companies.

Wallace Theatres and Signature Theatres are both in compliance. Phil Harris, president of Signature Theatres, said Signature originally accepted discounted special-admission tickets for most movies, as did other Hawaii theaters. That changed.

Now local moviegoers have to determine whether they want to pay the $7 general admission price at all theaters for new releases, see a cheaper matinee or midnight show, or wait until the restriction period is over to use a discounted ticket. Or they could opt for Tuesdays at Wallace, when all movies are $4. Consolidated Theatres discontinued a similar promotion.