Golden Harvest lures audience to movie theaters with price cuts

In a bid to increase footfall and lure audiences back into movie theaters, major Hong Kong cinema chain Golden Harvest is now making tickets more affordable, with prices starting as low as HK$20.

The chain announced on Wednesday that starting from February 15, seven of its cinemas will offer "budget-friendly" ticket prices.

For regular 2D movie screenings, ticket prices will start as low as HK$40 for adults, HK$30 for children and students, and HK$20 for seniors. For IMAX screenings, prices will be reduced to HK$65 for adults, children, and students, and HK$50 for seniors.

The discounted tickets will be available at all seven of its cinemas including the sky at Olympian City, StagE at Tuen Mun Town Plaza, GH MegaBox in Kowloon Bay, GH Galaxy in Shau Kei Wan, GH in Whampoa, GH in Tai Po, and GH V WALK in Nam Cheong.

The chain said the move aims to evoke nostalgia for the older generation and also serves as a gesture of appreciation for movie enthusiasts who have supported Hong Kong cinema and cinemas over the years.

Additionally, the HK$40 movie ticket promotion on Wednesday and the online ticket handling fee waiver will continue.

It's worth noting that during weekends (Saturdays and Sundays), ticket prices at the cinemas will be higher compared to weekdays. Prices will vary on Mondays, Tuesdays, Thursdays, and Fridays at different cinemas, while Wednesdays will feature a unified ticket price of HK$40 for all 2D movies.

Commenting on the move, renowned filmmaker Tenky Tin Kai-man said the price reduction could signal a new direction for the industry.

However, he said behind the price cuts lie two challenges that need to be addressed: firstly, whether the reduced prices can indeed attract more viewers to sustain cinema operations, and secondly, whether film distributors are willing to engage in long-term collaborations at reduced rates.

If the chain is setting prices significantly lower than the other cinemas, it may lead to a decline in customer traffic at other venues and potentially reduce their ability to purchase the right to screen a movie from distributors.

Tin added that other cinemas may not immediately follow Golden Harvest's lead with the price cuts.