Earlier this summer we saw a handful of theatres and studios introduce the concept of the “mega ticket”, that is, a premium package for would be fans of a particular movie that included a digital download and additional merchandise with the purchase of tickets to see said movie. While it’s unclear if this offer has been successful thus far, it is indicative of a new trend that finds studios trying to squeeze every last drop out of their biggest blockbusters instead of trying to support lesser titles that may not find such a massive audience. Now this week Paramount is once again giving a couple of their most successful summer tentpoles one last theatrical push by offering a special double feature of Star Trek Into Darkness and World War Z in select theatres for a limited time. Hit the jump for more details.
Paramount’s recently announced Ultimate Double Feature will be available at select AMC Theatres, Carmike Cinemas, Marcus Theatres, Regal Cinemas and other theatres across the U.S. in both 2D and 3D. It will run for one week only from this Friday, Aug. 30th to next Friday, Sept. 6th. The package includes two movies for the price of one.
The promotion is a smart way to get people out to theatres on the last weekend in August, traditionally a time where business is most definitely not booming. It also gives the #7 and #8 movies of 2013 a shot at passing a couple of other movies in front of them (specifically, Oz The Great and Powerful and Fast & Furious 6). With so many people complaining about the prices of movie tickets, this is a great way to give them some additional value… but are mainstream audiences actually willing to sit and watch two movies in a row?
As we know, drive-ins have been keeping the double feature tradition alive for quite some time, but I would love to see this return as a regular occurrence in normal theatres. What do you think, is this “Ultimate Double Feature” something you might take advantage of? Would you go to the movies more often if double features were an option?