Stepping on my pedestal.

You may or may not have noticed, but a few months ago, theaters raised their prices on movie tickets in response to the demand for 3D films. Do you think it’s a coincidence that everything released under the sun is “An IMAX Experience” or “In 3D”? The studios that be were scared for a brief moment. We were buying up those big flat screen TV’s. Blu-Ray players gave that crystal clear picture. And movie rentals were in our mailbox within months of release. All was good. And then came Avatar…the game changer.

Be careful what you wish for. Avatar changed the face of the Hollywood game. It made so much money so quickly, everyone was scrambling to convert their tentpole films into 3D. You see, 3D means you can charge more money. IMAX 3D means even more money. Several theaters in New York have hit the $20 mark for an adult IMAX 3D ticket.

$20 dollars! For one ticket to a movie!

Let’s put things into perspective. What demographic are most of the IMAX 3D films targeting? Kids.  Alice in Wonderland, Shrek, Toy Story, Chronicles of Narnia, Harry Potter, etc.  These are all family films that families see together. A family of four can easily spend upwards of $100 to purchase tickets and buy popcorn and soda for the kids. Hollywood is out of touch with their recent cash grab. And I don’t see this having a happy ending for anyone.

Right now, Hollywood is scared. Originality and creativity means risk. And the business of Hollywood no longer wants (or can afford) to take risks. That’s why we have all the board game films coming. That’s why every comic book is being greenlit. If you look around whatever room you’re in, chances are, Hollywood is making a film about something in there. Brand recognition is all they care about right now. Spend $60 million on a film budget. Shelve out another $20 million in marketing. The cows will graze into the theater opening weekend. At least that’s what they are betting on. There’s a reason people are downloading movies without a care in the world. I strongly disagree with bootleggers, but I understand it. Not everyone can afford to spend ridiculous amount of money on a 90 minute film. Movies SHOULD NEVER be more expensive than the masses can afford.

The reason I start this site was simple. I wanted to let my friends and family have educated views into movies they were previously walking blind into. I don’t want to ruin the story. I never want to spoil anything. But time and money are valuable. If a movie is going to cost you this much to see in the theater, shouldn’t you know if it’s going to be a complete dud? Too many big time critics are swayed by the spectacle of it all. Some get movie set visits. All get free screenings amongst other critics. Everyone is slowly losing touch. Don’t waste your money on crappy films. If you have young kids, go see Toy Story 3. Don’t ever see Marmaduke. Just because it’s a family friendly movie, doesn’t mean it’s worth your valuable time or money. We all work too hard.

Demand original voices in this art we call film. Refuse to support the obvious cash grab films. If you have a director you respect, support all of his/her films. Give them your love. Without your support, they will soon go the route of Ridley Scott and direct Monopoly: The Movie.

I want to be clear on one thing. I am not anti-3D. I love the experience of walking into a theater, grabbing my glasses, and immersing myself into whatever world I paid for. But let it be made for a reason…not just to take an extra $4-5 from my back pocket. Avatar 3D was created to fully realize the planet of Pandora. Clash of the Titans 3D was created to shake you down and take all your money.

Don’t go blindly into the movies. Hollywood is banking on this ignorance.

*Waiting for the slow clap. Waiting. Waiting…*

Stepping off the pedestal.

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