Like "Cinderella Man" or Get a Refund (Pay for Popcorn, Regardless)

[DeepModem Mom]

There's been quite a bit of discussion in LBN about the slump in the movie-going business. This is a new twist --


New York Times:
Like the Film or Get a Refund (Pay for Popcorn, Regardless)
By FELICIA R. LEE
Published: June 30, 2005

You've bought the tickets, loaded up on popcorn and dashed to find good seats. But the film turns out to be a snooze. Not to worry, if that film happens to be "Cinderella Man." AMC Entertainment is offering viewers in 30 major markets refunds on the spot if they don't like what they see and Cinemark will offer the same beginning tomorrow at many of its theaters.

"Cinderella Man," a Universal Pictures film starring Russell Crowe as the Depression-era boxer James J. Braddock, has received mostly good reviews, but flopped at the box office, taking in just $34.6 million after its first two weeks. That was below projections, since it was supposed to take in $28 million on its opening weekend alone; it made only $18.3 million.

So an advertisement for the film in 30 markets now reads: "AMC believes 'Cinderella Man' is one of the finest motion pictures of the year! We believe so strongly that you'll enjoy 'Cinderella Man,' we're offering a MONEY-BACK GUARANTEE."

Pam Blasé, a spokeswoman for AMC Entertainment Inc., the nation's second-largest theater chain, said such a guarantee is "very unusual," but a measure of the company's faith in the film. Ms. Blasé said that Richard T. Walsh, chairman of film for AMC, contacted Universal executives for their endorsement of the idea after it became apparent that "Cinderella Man," as Ms. Blasé put it, was a "great film that got lost in the summer fare."...

***

Though it will take a while to collect data on how many people requested a refund, Ms. Blasé said that preliminary numbers show that "only a handful" have done so. The offer, in about 150 of AMC's theaters, including ones in New York City and Los Angeles, began on Friday. Theatergoers must show their ticket stubs or proof of purchase for the refund....

http://www.nytimes.com/2005/06/30/movies/30cind.html

[MemphisTiger]

1. I saw this film and loved it

It is one of the best movies of the year. Hopefully, people will come to the theaters to see this movie with the promotion. I don't think many will request a refund.

[TlalocW]

2. Like Cinderella Man or get a phone chucked in your face

By Russell Crowe himself.

What's it gonna be, America?

TlalocW

[DeepModem Mom]

3. Russell, indeed, seems to have an anger management problem! nt

[ComerPerro]

4. Wonder how many people will just lie for the refund

Sit through it, watch the whole thing, then just say they didn't like it for the money back.

[DeepModem Mom]

5. The article has a comment on that --

"I hope it works for them, but unfortunately the moviegoing public's interest will not be piqued by getting their money back," Mr. Sherak said. He found the strategy a miserable failure in 1994 for the 20th Century Fox remake of "Miracle on 34th Street." That film did not do well. Of the comments accompanying the roughly 1,500 ticket stubs returned to the studio for a refund, he said, very few people said they did not like the film. Some, he said, admitted that they just needed the money.

[ComerPerro]

6. Yikes.