Film-Tech Forum ARCHIVE: Military discounts

This is topic Military discounts in forum Ground Level at Film-Tech Forum ARCHIVE.

To visit this topic, use this URL:
https://ft-forum.com/ft/cgi-bin/ubb/ultimatebb.cgi?ubb=get_topic;f=5;t=002805

Posted by Mike Blakesley (Member # 26) on 06-08-2014, 10:49 PM:

Occasionally we get asked if we have a military discount. We don't have one, mainly because there is no military base near here (the closest one is about 200 miles away) and I really don't see the big need for a discount anyway. People in the military have my complete respect and admiration and I'm very thankful for their service, but they're getting a paycheck and benefits just like anybody else who works for a living, so why should they (and no other profession like police, fire, etc.) get a discount?

Besides I feel like our prices are pretty reasonable already and we operate pretty close to the bone as it is, so we can't really afford to give discounts anyway.

Most military people are fine about it, but sometimes they seem sort of offended when told that we don't have a discount. What's everyone's take on this? SHOULD we have a discount? Are we the only theater in the country that doesn't offer one? If you don't have one, what do you say when you get asked about one?

Posted by Frank Cox (Member # 6258) on 06-08-2014, 11:41 PM:

I have two rates here, Child (defined as 12 years old and under) and Everybody Else.

No senior discounts, no military discounts, no... you get the idea.

I used to have a senior discount and even a "family rate" for parents with children, but when I put in my digital cinema setup I used that as an excuse to get rid of all of that; now I have two admission categories, period.

Someday I might ditch the whole "child admission" thing and just go with $X per seat. I haven't got to that point yet.

I occasionally have someone asking if they can get in free when they accompany a disabled person. There is a card that you can get here that entitles you to free admissions at movie theatres. I don't accept that card and I have had people get a bit upset about that, but there appears to be a misunderstanding on the part of the people who have those cards. When I point out to them that if I let them in free then I don't get paid for that admission by anyone they are surprised -- most of the card holders apparently believe that the "free admission" is being paid for by the outfit that issues the cards; when they find out that is not the case they are immediately more understanding of the situation and the "support person" then pays for his admission as usual.

Posted by Steve Matz (Member # 1890) on 06-09-2014, 01:54 AM:

Well being a Senior Now;I'm certainly not going to complain if a theater is going to give me a Discount. Paying $5.50 verses $9.00 is a pretty good deal.The Theaters uses to consider you a Senior at 55;Then they raised it to 62. The City Buses did the same also. While getting Older isn't really pleasant it does have a few positive perks...

Posted by Marcel Birgelen (Member # 6801) on 06-09-2014, 04:33 AM:

Discounts for military personnel is not something you will find around here, although there are quite some bases in the vicinity (Dutch, Belgian, German, U.S. Army, NATO, etc.).

Besides seniors (with a varying definition) and children, you'll often find discount prices for students. The biggest problem is enforcing this rate though, because what defines a student? And how do you identify a student? Some flaky student pass/card/thingy?

Posted by Scott Norwood (Member # 30) on 06-09-2014, 05:22 AM:

What are your normal ticket prices?

For a theatre with "normal" ticket pricing, I would do it. The cost would be almost nothing, and it would make some customers happy and likely to return. Same price as senior discount ($1 discount or something). I would do a student discount, too, for the same price. Either would require some sort of identification.

The discount for accompanying a handicapped patron makes no sense to me...maybe that is a Canadian thing?

That said, I could see not doing discounts (or doing the child discount only) if your prices are already significantly lower than the competition or for discount houses or similar. What kind of discount would a dollar house offer, anyway?

Something that I find to be sort of amusing is art-housey venues that don't show anything that would interest children, but yet which still have child prices....

Posted by Marcel Birgelen (Member # 6801) on 06-09-2014, 05:48 AM:

quote: Scott Norwood
Something that I find to be sort of amusing is art-housey venues that don't show anything that would interest children, but yet which still have child prices....

That's for when they show a rerun of a Disney classic. Which happens... never (because when was the last time Disney allowed to show one outside of the theatrical release window?).

Posted by Chris Daigle (Member # 7347) on 06-09-2014, 08:10 AM:

Mike.. we had a very similar situation here. We never offered military discounts but would occasionally get asked about it. We always explained that our regular price was cheaper than the nearest competitors military discount price and although most people were OK with it, there were always some that seemed annoyed. So about a year ago we finally decided to add an Active Military category that was $1.00 less than our regular adult price. Over that year, we've probably only sold a couple hundred tickets in that category, so based on the fact that we were only keeping about 45 cents of that dollar ourselves, the discount has probably only cost us about $100 bucks. It has been worth it for us and we don't regret putting in the discount.

Posted by Lance C. McFetridge (Member # 95) on 06-09-2014, 08:51 AM:

We give a military discount. We have no base near us and really only active duty service men and women take advantage of it when they are home on leave. We feel that the perception out weighs the cost. We are also the cheapest in a 50 mile radius with our regular ticket prices. Hey, it's your call, you own the theatre but what will it really cost to have a ticket class that no one takes advantage of. I will tell you it is a hit with our older veterans as we have had many comment about it even if they can't take advantage of it.
Lance

Posted by Bobby Henderson (Member # 840) on 06-09-2014, 09:15 AM:

I think the need of offering a military discount really depends on both the theater's location in relation to military installations and its pricing model.

The two first run theaters here in Lawton both offer military discounts. Starplex is the latest owner of the Central Mall 12 theater and they've undercut Carmike's pricing for both military and non-military customers. Fort Sill is next door to Lawton and a lot of retired military people live here. Military discounts are kind of expected.

A lot of smaller towns nearby don't offer those discounts, but their standard pricing is quite a bit cheaper anyway. I think a military guy, be he active duty or retired, is acting like a cheapskate if he expects a discount off a $4 evening ticket, plus $2 surcharge to see a first run movie in 3D. C'mon, man!

Posted by Martin McCaffery (Member # 37) on 06-09-2014, 09:15 AM:

We're a non-profit art house, so we can always use that for an excuse. We have a $2.00 Kid Ticket, of which we sell a few dozen a year (usually a classic or some anime thing).
Our adult levels are Member and Non-Member. We also have coupon books.
There is a huge military base here, and they closed their theatre rather than go digital. We don't have a military discount, but we do sell discounted tickets to the base that the base then resells. Hasn't been a very popular program.
Our biggest "request" is for a senior discount. They usually just come up to the window and ask for two senior tickets or something. I just sell them a regular ticket and no one says a word about it.
As seniors make up probably 70% of my audience, a senior discount would knock out a large hunk of our revenue.

Posted by Mike Frese (Member # 4361) on 06-09-2014, 10:37 AM:

Seniors in my area certainly expect discount and they will share with you you displeasure of not having one.

I have found that military wives expect the discount.....and for themselves to use the discount too. Those of you who offer a military discount, you allow spouse to take advantage of it too?

I agree with Mike about the original thought. There are many others who can claim a reason for a discount: Fire, police, teachers, to name a few. Where do you stop?

Personally I like the idea of simplicity. One nice reasonable price for all.

Posted by Andrew Thomas (Member # 7000) on 06-09-2014, 10:38 AM:

We don't offer any discounted tickets, not even matinee pricing. We just keep our tickets low for everybody.

Posted by Jim Cassedy (Member # 4115) on 06-09-2014, 12:06 PM:

Reminds me of the old joke about the young army recruit who
goes up to the box office and asks how much a ticket costs.

"Our general admission price is $5.00" sez the ticket-lady.

"So how much is it for privates?" asks the recruit. [Big Grin]

Posted by Martin McCaffery (Member # 37) on 06-09-2014, 12:07 PM:

quote: Mike Frese
I have found that military wives expect the discount.....and for themselves to use the discount too. Those of you who offer a military discount, you allow spouse to take advantage of it too?

Off topic, My dad was a career Naval Officer. It was quite common on the bases for Officers Wives to "pull rank" and jump to the head of the line at say, the beauty parlor. Other kids would try to it in school (kids will use anything to establish a peck ing order). My dad made clear to my mom AND we kids, he is the one in the military and none of us have any rank at all. [Wink]

I agree about having simple prices. The local AMC must have about 10 different pricing levels once you start adding 3D surcharges and what not.

Posted by Randy Stankey (Member # 64) on 06-09-2014, 12:29 PM:

We don't a have military discount but I just punch a senior ticket.
It also depends on the person. You can tell if the person is just out to get something for nothing or if they are genuine.

We don't "card" for senior prices, anyway. If the person looks close, I don't question. Further, I occasionally just punch a senior ticket automatically for people who look reasonable.

So, the senior rate is kind of "fluid" around here, plus I only get, maybe, a dozen military in a year. One or two senior tickets in the mix don't even make a blip on the radar.

Posted by Frank Cox (Member # 6258) on 06-09-2014, 01:07 PM:

quote: Scott Norwood
Something that I find to be sort of amusing is art-housey venues that don't show anything that would interest children, but yet which still have child prices

I suspect that most theatres will have some little kids in the audience regardless of the content of the movie being shown. This week so far I have had two 12-and-under admissions for Neighbors; in both cases the kids were accompanying their parents to the show. I assume it's cheaper and more convenient to bring the kids here than it is to pay for a babysitter. (In Saskatchewan, Neighbors is classified 18A which means that anyone 18 or over can come by himself, and anyone under 18 must be accompanied by someone 18 or over.)

Posted by Bobby Henderson (Member # 840) on 06-09-2014, 02:32 PM:

quote: Mike Frese
I have found that military wives expect the discount.....and for themselves to use the discount too. Those of you who offer a military discount, you allow spouse to take advantage of it too?

The Carmike and Starplex theaters here provide a military discount to any adult with a military ID. The person can be active duty or retired military or the spouse of the retired/active duty person. I'm not sure how it works out these days for children of military personnel. I don't remember being able to get any discounts at off-base theaters with my military dependent ID when I was a kid.

quote: Andrew Thomas
We don't offer any discounted tickets, not even matinee pricing. We just keep our tickets low for everybody.

And that's just it. If the standard ticket prices are low enough there shouldn't be any discount. I see no reason for a theater charging as a little as $3 or $4 for a first run, evening show to slice into that further with a discount. It's already a low price.

Posted by Randy Stankey (Member # 64) on 06-09-2014, 03:23 PM:

quote: Frank Cox
This week so far I have had two 12-and-under admissions for Neighbors; in both cases the kids were accompanying their parents to the show. I assume it's cheaper and more convenient to bring the kids here than it is to pay for a babysitter.

That's the way I always understood the rationale behind kids pricing at movie theaters. In a theater, there is little to no difference in the exhibitor's cost to show a movie to a kid than to an adult. Since we are collecting less money, we are "technically" losing money on the sale. But parents are more likely to go to the movies and pay for their own adult tickets at full a price if they don't have to pay for child care at home. Further, kids are more likely to buy concessions than adults. With a few extra bucks in the parent's pockets from the child's discount, we have a better chance to recoup the ticket money at the concession stand.

At least, that is the way "discriminatory pricing" was explained to me in Economics class.

I suppose we could apply a similar rationale to military discounts.
(I think...)

Posted by Mike Blakesley (Member # 26) on 06-09-2014, 03:34 PM:

Our regular adult price is $7.25 and has been the same since 2009.

Our senior citizen price (age 65 and up) is $4.25 and some of the seniors gripe that that's too much. Although some others say it's not enough, "You can't make any money at that price!" Proving that sometimes you can't win no matter what you do.

I like the idea of playing it by ear and just punching a military person in as a student discount or something. We just get that request so infrequently that it catches us off guard when it does happen.

Posted by Justin Hamaker (Member # 2165) on 06-09-2014, 03:52 PM:

Mike, our prices are higher than yours, but we have pretty much the same pricing model - discounts for children, seniors, and matinees. But no special pricing for military or students.

The thing that always irks me about discounts is people who see them as an entitlement. We actually get seniors who think they should get a discount above the matinee price just so they are paying less than everyone else.

We also get the people who think they should get in free when accompanying a disabled person. The thing is that most of the time they are getting reimbursed by their employer, or their ticket is being paid out of the funds of the person they are accompanying.

Posted by Tony Ratcliff (Member # 1196) on 06-09-2014, 05:16 PM:

I have only adult and child, all day long. No matinee price, no discounts. But my theatre is a moveover that charges $6/$4.

And yet fairly often someone will ask for a senior discount, or more accurately they will just walk up and say "One Senior".
My reply to them is "everyone is young here at the theatre" and charge them the $6.

I am not a "senior" yet, but I am annoyed at how entitled many seniors feel about discounts. In my town anyway, a majority of the seniors have more disposable income than myself or any of the families that come to the theatre.

When I ran a theater in Florida, about 95% of the customers were seniors, so I set the "Senior discount price" where I needed the regular ticket price to be so that the place actually could make a profit, because seniors buy so little in the concession stand.

Posted by Steve Matz (Member # 1890) on 06-09-2014, 08:22 PM:

quote: Mike Blakesley
Our senior citizen price (age 65 and up) is $4.25 and some of the seniors gripe that that's too much. Although some others say it's not enough, "You can't make any money at that price!" Proving that sometimes you can't win no matter what you do.

MIKE: Since I am going to be hitting the Big 65 this month;I was hoping you would show a little sympathy and charge me only $1.25
to your theater. Of course that would also include a tour of the Projection Booth and The Large Popcorn and Pop [Eek!]

I think the last Film I saw at an Outdoor here in 77 was "VIVA KNIEVEL" and Gate admission was $1.25 for adults. I'm all for those $1.25 Days
Again...They say all things eventually come full circle;but I'm not holding my breath that you'll ever see that Price again... [uhoh]

Posted by Claude S. Ayakawa (Member # 1401) on 06-09-2014, 09:04 PM:

When I was not yet qualified for a senior discount for everything from annual bus passes and movie tickets, I always envied those who did. I have now enjoyed getting senior discounts these past nine years and appreciate Regal and Consolidated with their special prices for us old folks. Even the city of Honolulu has a very generous fee for a senior bus pass. Just $30.00 for unlimited use for the entire year. The general public pays $65.00 a month.

-Claude

Posted by Steve Matz (Member # 1890) on 06-09-2014, 11:24 PM:

You hit the Mother Lode Claude;I thought six dollars a Month for a Senior Bus Pass was a Super Bargain but at your Bus rate your paying about 58 cents a week. I just looked at Reg Gas today and it was $3.41 at the cheapest Place.So for the Price of One Gallon of Unleaded Regular here you can ride on your Bus for 6 weeks.I just hope that you aren't getting ripped off at that Price [Roll Eyes]

Some Business's are really Hilarious about Senior Citizen Discounts.I was calling a number of places to check on what a Haircut cost. Anywhere from 12 dollars low end to as high as 25 Dollars. When I called this one Barber and asked him if he gave discounts to Senior Citizens;His Response was "YOU BET I DO;I ALWAYS TRY AND HELP SENIOR CITIZENS AS MUCH AS I CAN".His Price was $16.00;so I took his statement as meaning "I help you out of your Money as much as I can". [thumbsdown]

When I was 17 I thought 30 was getting old. When I was 25 I thought 40 was getting over the hill.I remember my 3rd grade teacher looking to us as if she was in her 90's;in fact she died on us in mid year. I recently found her grave in the same Cemetary my Dad is in and just a Few Graves down from his. She died at 66;one year older than what I'll be this Month. I then thought to myself Do I look to Kids like I'm a 90 yr old.I still feel and Act like a 25 year Old but like I said earlier getting older isn't pleasant. So in the midst of a person getting Depressed and annoyed about something he really has no control over; it's always Nice that some people/places still care enough to help you out one way or another while another Sector would just as soon relegate you to the Nursing Home as soon as Possible...

Posted by Randy Pryde (Member # 7488) on 06-10-2014, 12:08 AM:

Mike,

We have a location with an Air Force base close by and have offered a discount to active military with ID for some time. It is quite popular. This year we added and advertised a military price at our other locations, even though they have no nearby bases. Those taking advantage have been very appreciative. It does not have to be a large discount, our military price is higher than the senior price. The only studio that has a problem with this is Sony, as their per capita computation only recognizes adult and child pricing. So we sometimes get nicked by them for additional film rental. But it is worth it for the PR and to recognize these men and women for their service.

Posted by Rick Raskin (Member # 1561) on 06-10-2014, 07:03 AM:

My barber has a senior pricing model that actually helps his business. Seniors receive a $3 discount on Tuesday - Thursday from 10 AM - 3 PM; hours that his shop would normally be dead. That way he can keep his staff on site and still realize income. I take advantage of this and tip the barber as if the haircut had been full price.

Maybe theaters should consider the same model. It would certainly put some more butts in the seats.

Military discounts are especially nice at places like Home Depot and Lowes. Most of what I purchase is used for maintenance at my local VFW. I have a VA Health card that is accepted as proof of my military service at both places.

Posted by Louis Bornwasser (Member # 3063) on 06-10-2014, 07:04 AM:

I have noticed as the population "bump" becomes older, the discounts need a higher age to apply. I guess this is to be expected since we are the many who paid for previous senion discounts. Those behind us are working, but they can't spend as much since they don't make it.

Posted by Claude S. Ayakawa (Member # 1401) on 06-10-2014, 02:36 PM:

Steve,
I have been driving during all of my adult life but when my last car I had for over fourteen died after I purchased it new, 'died' a little over two years ago, I never replaced it. Yes, there have been times when I needed a car but when I was faced with that situation, either I would borrow my sisters car or rent one. Such times does not occur very often because I am retired now and I get along very well with Honolulu 's excellent transit service with my annual $30.00 senior bus pass. Auto registration was almost four hundred dollars a year and I believe I paid about fifteen hundred dollars a year for insurance not to mention about three hundred dollars a month for gas. Gas would be much more today at about $4.40 a gallon for regular when it used to be about $3.75 when I had a car and driving.
If there was no bus service with a almost 'free' bus pass, I would still be driving but there is and I am making full use of it and saving a lot of money.

-Claude

Posted by Robert E. Allen (Member # 1351) on 06-11-2014, 07:19 PM:

I have one price $4, except on Tuesdays when it's $2.

Posted by Claude S. Ayakawa (Member # 1401) on 06-11-2014, 11:08 PM:

What do you show, Robert? Current first run features or 2nd run? Do you also show 3-D and if you do, what is your surcharge for the glasses?

-Claude

Posted by Lyle Romer (Member # 1266) on 06-12-2014, 12:11 AM:

The discount I've never understood is the senior discount. I get the rationale about fixed incomes and whatever but it doesn't make sense to me to discount tickets for the demographic that is least likely to purchase something at the concession stand.

Long ago I worked for a GCC with a very high percentage senior audience. We tried to find ways to get them to the concession stand. One weekend, we gave all seniors a coupon for a free senior sized popcorn. They were so averse to the concession stand that the vast majority essentially threw them back at us.

As for the military discount, I think it is just a way to say thanks. I know that a lot of times police and firefighters are mentioned in the same breath as military members, but I hold military members in MUCH higher regard.

They volunteer to risk their lives to protect our way of life. Yes, sometimes police and firefighters are killed in the line of duty but it is far more rare.

If you eliminated all police there would be more crime but it would eventually get to be like the old west where people protect themselves.

If you eliminated all firefighters people would figure out how to help each other to put out fires. Probably a little bit higher percentage of buildings would be lost and people would die.

But, if you eliminate the military we'd be taken over by some totalitarian nut job like Hitler.

Posted by Mike Blakesley (Member # 26) on 06-12-2014, 12:25 AM:

I also think the senior discount is bogus. First of all, alot of them can afford to go to the movies at regular price moreso than families with kids can. Second, the concession stand is definitely off their must-stop list most of the time. Third, they can be a certain amount of trouble for various reasons which I'm sure any Film-Techer could list.

When we first bought my theater in 1979, the senior price was $1. Regular adult tickets were $2.75. For years, anytime we raised the prices we kept the senior price at a dollar, mostly for the novelty of it -- the old folks loved walking in and just handing us a dollar. Eventually the adult price was $5 and seniors were still a dollar.

Finally we decided it was stupid to give the product away like that, so we decided to make our senior price the same as our 5-and-under price, which was $3 at the time and is currently $4.25. Boy did we catch some heat over that at first.

We've talked recently about eliminating that bottom price and making the seniors and toddlers cost the same as kids 6 to 12, which is currently $5.25.

The discount I hate the most is the "free babies" thing. If I had my way, every baby would be charged ten bucks to get in, and if your kid doesn't cry you'd get your ten bucks back after the show.

Posted by Lyle Romer (Member # 1266) on 06-12-2014, 01:19 AM:

quote: Mike Blakesley
The discount I hate the most is the "free babies" thing. If I had my way, every baby would be charged ten bucks to get in, and if your kid doesn't cry you'd get your ten bucks back after the show.

Babies should not be allowed in PG-13 or R-Rated movies EVER.

Posted by Chris Slycord (Member # 4239) on 06-12-2014, 06:01 PM:

I used to work at a theater that had one day a week for one set of shows that were for people to come with their babies. Granted, it was an early morning weekday, which ruled out working moms but it helps.

Posted by Andrew Thomas (Member # 7000) on 06-12-2014, 11:59 PM:

We don't allow anybody under 17 into R-rated movies after 6:00pm.

Posted by Michael Putlack (Member # 6523) on 06-13-2014, 08:30 AM:

What I'm curious to know is whose military does everyone give the discount to? If you're a Canadian theatre, would you give it to someone in a branch of the American military? How about vice versa? What if someone from the Israeli army shows you an active duty card card in Moose Jaw or Oshkosh? What about someone in the reserves?