How much would you pay for peace of mind? Almost half of moviegoers surveyed in a recent study said they would pay a premium on ticket prices if it meant increased security at movie theaters.
After multiple acts of violence in movie theaters in recent years, consumer research firm C4 asked ticket buyers whether they would pay $1 or $2 more for increased security, Variety reports. Nearly half, 48 percent, said that they would pay a dollar more for added security, and 23 percent said they'd be willing to tack two or more dollars on.
Michael Spergel, the executive vice president of consumer insights at C4, said that he sees moviegoers accepting a higher cost in the future for installing metal detectors or stationing guards at multiplexes.
“Hopefully they’re beginning to value it the same amount that they value IMAX or 3D, where they recognize that you have to pay more for a better experience," he said. "You may also have to pay more for a safer experience."
In late July, a shooter opened fire at a Louisiana theater, resulting in three deaths. Earlier this month, a man with an ax and a pellet gun attacked a theater in Nashville. Three years ago, a man opened fire in a theater in Aurora, Colorado, killing 12 and injuring more than 70.
What do you think? Would you pay more for a movie ticket if you knew there was added security?