As it prepares to begin showing first-run and art-house movies, the Arlington Cinema & Drafthouse announced a price hike and a series of other upgrades.
The iconic local business at 2903 Columbia Pike is about to shift to playing movies on a first-run basis, meaning it has quicker access to films. Owner Greg Godbout has said previously that showing mainstream movies several months after the initial release has hurt business given the rise of video on-demand services.
But to show first-run films, the Drafthouse will need to increase its ticket prices to meet the requirements of its film distributors. In an email sent to customers Tuesday, Godbout said tickets will now cost $8 for matinee screenings, and for students and other discounted groups like children and seniors, and $10 for screenings after 6 p.m.
The Drafthouse will also no longer offer $2 discount films on Mondays and Tuesdays. Instead, Mondays will be a “discount day,” with $8 evening showings, while Tuesdays will be the full $10 price.
“While this is a low price considering the average ticket prices in our area ($12 – $16), it is still a significant increase for our customers,” Godbout wrote. “By agreeing to the studio’s terms on pricing we will get access to films earlier than normal. We are doing this because the ‘Second Run; market has vanished — and we are struggling to compete with streaming at home released, before we get access to films.”
But the cinema will also receive several upgrades. The outside marquee will be revamped at some point in the future, while “The Green Room” — adjacent to the cinema entrance — has been closed to make way for a soon-to-be-announced new tenant. A new food menu will also be introduced, as well as some new furniture over time.
In the email, Godbout also criticized the Kennedy Center for establishing itself as a “commercial entertainment entity and local competitor” that now has stand-up comics. He said the center’s “unfair advantage” of being underwritten by federal taxes will cost the Drafthouse at least $150,000 in revenue this year.
More from Godbout on competition with the Kennedy Center, after the jump.