Fewer Americans Go to the Movies

America's moviegoing audience shrank yet again in 2013, and theater owners are considering a radical idea to turn the tide: cutting ticket prices. Well, at least some of the time.

A report from the Motion Picture Association of America said that domestic movie box-office sales rose to $10.9 billion last year, from $10.8 billion in 2012. But the increase was the result of higher ticket prices, not attendance. Indeed, the number of tickets sold slipped yet again, this time 1.5% to 1.34 billion from 1.36 billion. That extends a longstanding trend: The number of tickets sold fell nearly 11% between 2004 and 2013, according to the report, while box office revenue increased 17%. The average US movie ticket price in 2013 increased to $8.13, up from $7.96 the year prior, according to the National Association of Theatre Owners, the industry group representing North American cinemas. And in some cities, a movie ticket is well over $10, with 3-D and IMAX movies surcharges bringing them closer to $20 a pop. Now, the nation's movie theaters want to try their hand with cheaper movie tickets. The theater owners association is in early talks with theater chains and movie studios to experiment with a program that would discount ticket prices on one yet-to-be-determined weekday, officials said.