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The average cost of going to the movies in North America hit another record high in the second quarter of 2017, at $8.95, according to the National Association of Theater Owners.
That compares to $8.84 in the first quarter of the year and to $8.73 in the second quarter of 2016. Ticket prices fluctuate from quarter to quarter depending on the strength of the marketplace, particularly 3D titles that can charge a premium or films that get a run in Imax theaters.
NATO notes that when adjusting for inflation, the landscape is much different. For example, the average ticket price in 1977 was $2.23 — or $9.34 when accounting for inflation. In 2016, the unadjusted average ticket price was $8.65.
The hike in Q2 2017 corresponded with the beginning of the summer season, including Guardians of the Galaxy Vol. 2, Wonder Woman and Pirates of the Caribbean: Dead Men Tell No Tales, as well as holdover spring tentpoles Beauty and the Beast and Fate of the Furious.
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