We were all set to see the film Avatar tonight. It had great reviews and seemed like a lovely diversion from the gloomy Christmas spirit of 2009. Where else in Accra can one see fresh releases such as Avatar on a wide-screen with crystal-clear surround sound but at the Silverbird Cinema at the Accra Mall?
Any Silverbird regular knows that they charge GHC10.00 ($7) for a movie which many people consider quite steep. I was among those "many people" but had come to accept that the price wasn't coming down anytime soon. My first trip over to Silverbird to see Quantum of Solace was so enjoyable I blogged about it.
Anyway, I had trouble finding movie times for Avatar online so en route to Tema this morning, I stopped by the Accra Mall. I found the perfect movie time (6:05pm) but just when I was leaving, my eyes fell on a small notice at the empty ticket desk. It read something like:
"Due to circumstances beyond our control -blah-blah-blah- management would like to announce effective 18th December 2009 the following increases in ticket prices...."
Indeed. Adult tickets are now going for GHC 15.00 ($10.71) while there are discounts for students, senior citizens and children. What?!! Suddenly, Avatar at GHC15.00 without drinks and popcorn did not seem worth it! I called up Daixy whom I was supposed to see the film with and told her about the price hike. She was at the mall later and called me back to confirm that I was not hallucinating when I read the notice, there was actually a 50% price hike.
"Well", she said "We can always go dressed as Seniors!". I laughed but hmmm maybe it is not such a bad idea!
Out of curiosity, I went online to see how much Avatar would cost at AMC Empire 25 in the middle of Times Square New York. You get the full movie experience plus the hustle, bustle and bright lights of the city that never (ever) sleeps!
Watching Avatar tonight at the AMC Empire 25 would set you back $12.50. If you were to take the subway into the borough of Brooklyn, you could watch it there for $9 at the Bay Ridge Alpine Cinema. Does the Silverbird price hike sounds like a case of New York movie prices in Ghana?!
In defense of Silverbird, I do understand that they are MAJOR costs associated with bringing a brand-new release such as Avatar to Ghana. The company has to seriously recoup on their costs. However, I'm still wondering... doesn't raising the price of tickets by 50% scare away a number of potential customers who would be helping with the cost recovery? Has the Silverbird management carefully considered that raising the price to this level will not affect their core market? Perhaps that is the case. Clearly, I am not part of their target market. I would rather be watching a film at New York prices in New York than watching a film at New York prices in Ghana at a Ghanaian salary!
So how are people entertaining themselves in Accra these days? Am I the only one suffering from persistent acute boredom? Hmm... is it too late to make it to the Samini Experience Tour tonight?
So how are people entertaining themselves in Accra these days? Am I the only one suffering from persistent acute boredom? Hmm... is it too late to make it to the Samini Experience Tour tonight?








