Toho to Cut Admission Prices to Boost Audience Numbers

Admission prices in Japan are some of the world’s highest, and the 300 yen reduction is equivalent to the premium that is being charged for 3D movies.

TOKYO – Toho Cinemas is to cut ticket prices in six trial areas in March in an attempt to boost audience numbers. Adult admission prices will be cut from 1,800 yen ($21.80) to 1,500 yen, while high schoolers will see cuts from 1,500 yen to 1,000 yen.

Toho, which is also Japan’s biggest distributor and studio, operates about 20 percent of the nation’s theaters.

‘‘We hope to work out a fee system that will be reasonable for movie producers, distributors and film fans,’’ said.Toho Cinemas president Takashi Nakagawa.

Admission prices in Japan are some of the world’s highest, and the 300 yen reduction is equivalent to the premium that is being charged for 3D movies.

Toho Co. recently announced record revenues for 2010, with the figures boosted by premium 3D ticket prices.

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