Ruminations
Ruminations
Movies this summer - Blockbusters or Bust!
So, let’s review shall we?
Gasoline is heading for $4.00 a gallon, and likely just in time for the Memorial Day holiday. The average American finds that his or her paycheck doesn’t stretch quite as far as it did last summer. Everything from groceries and then some is costing more and more and more...
And a raise in pay? Not bloody likely or maybe 2 or 3 percent (a.k.a. nothing) if the boss and his corporate masters are in a willing mood. Bills still gotta be paid, don’t you know.
This means that the notion of disposable income is becoming more of a concept than a reality. So if you can’t afford that two weeks in the sun on Maui this summer, what is the likely choice?
It’s probably going to be something closer to home. Perhaps the local multiplex theater?
Even that’s a dicey prospect at $10 bucks a pop (if you’re lucky enough to have a theater showing first run films at that price). And don’t forget that the prices at the candy counter will go up, too. Why, that bladder-buster soft drink that cost the theater 50 cents (including the ice, labor and the cup) last summer has seen it’s share of challenges, too. Yup, corn sweeteners. Going up in price by the day as bio fuel makes the price that much higher as demand rises. So, where you may have paid $7.50 for a small soda and a small popcorn (with the butter flavor - oops, prices going up there too for both corn and flavoring!), expect to hand over a sawbuck and more, real soon. After all, that’s about the only place the theater chains really make money any more.
Yet, we as consumers tend to spend close to home when times get hard. So the month of May will prove an amusing one at the multiplex. As that month goes, so will the rest of the summer big movie season. That could be one very bumpy ride.
What’s on tap? Well, Paramount opens the battle with Ironman on May 2nd. Warner Brothers pins it’s hopes that Speed Racer takes the checkered flag starting May the 9th. Disney trusts that the next franchise installment for Narnia will find all of the Christian consumers back for Prince Caspian on May 16th. Then, Paramount along with Lucasfilm has Indiana Jones and the Kingdom of the Crystal Skull in theaters on May 22nd. And finishing off the month, New Line Cinema (now a Time Warner company) really needs a bang with Sex and The City on May 29th.
So right about now, there are a whole bunch of movie publicists who are sweating bricks hoping that you and I will find that extra cash to go to the movies next month. Because if we don’t, there are likely to be lots of folks “exploring new opportunities” come June or July.
But, given that in the past, when times were hard, people went to the movies, some folks are more than a bit hopeful that poor economic times will translate into box office gold. Me? I don’t know. I think that the average Joe and Sally Sixpack Americans will find it tough to cough up the cash for more than one or even two films that month. It’s likely up to the high school kids with cash from summer jobs to save the day.
And that my friends, is one really scary thought...
Friday, April 25, 2008