Moviegoers who stopped going to movies when ticket prices hit $4.50 or more may be back in the theater once Movies 8 opens in Provo.
Movies 8, a Cinemark theater, will charge $1 admission at each of its eight theaters. The theater will show movies after they play at first-run houses and before they are released on video."We are trying to capture the lost audience that was priced out of the movie-going experience," said Mike Senio, director of marketing for Cinemark Theaters. "We will offer the dollar price at a first-class theater. People will get the same exact thing, we just wait for the second-run release."
The movie complex will be located at 2424 N. University Parkway in the Plum Tree Shopping Center.
Senio said Cinemark decided to open up a dollar house in Provo because they saw an untapped market for discount theaters. He added, "being next to the college is a definite plus."
Greg Herman, manager of Movies 8, said the theater complex "is geared toward anyone that is on a tight budget. The dollar movie gives everyone a chance to see the movies. We expect we are going to be really busy."
He said they are also looking to attract people who have already seen a show and want to see it again.
The 23,000-square-foot facility will house eight theaters, each with 200 to 300 seats. The complex is scheduled to open later this month or the first week of October, depending on construction delays.
All theaters will be equipped with stereo sound, and one theater will feature a THX stereo, the George Lucas sound system, Herman said.
"This will be the first THX auditorium in Utah to be open to the public," said Senio. The only other THX theater is privately owned by Robert Redford and the Sundance Institute.
Cinemark Theaters, headquartered in Dallas, has a number of movie houses along the Wasatch Front.