Box office sales in Q3 were weaker than most in the industry had expected. But the average outlay for tickets was up, according to data just out from the National Association of Theater Owners, because theaters had more premium priced 3-D and large format (including IMAX) releases than they did in the same period in 2013. This year’s roster included Guardians Of The Galaxy, Planet Of the Apes, Teenage Mutant Ninja Turtles, The Maze Runner, and Lucy — an adult skewing film, where ticket prices typically are higher than they are for kids films. By contrast, two of the top grossing 3-D films in last year’s Q3 targeted kids: Despicable Me 2 and Cloudy With a Chance of Meatballs 2.
The $8.08 average in Q3 compares with $7.84 in the period last year, and $8.33 in the three months ending in June. Ticket prices typically fall from Q2 to Q3.