Originally Published: June 6, 2009 9:48 p.m.
The run of inexpensive movies at the Frontier Village Cinema was a limited engagement.
Scott Cassell, co-owner of the Frontier Village Cinema 10 Theater, said Friday morning that he's making the switch because his patrons made it clear that they want first-run movies.
"People were asking for the first-run films. They didn't want to wait," he said.
Effective Friday, Cassell's theater is showing new movies as the studios release them - and, as a result, ticket prices are up.
When Cassell originally cut ticket prices about two months ago, he thought that attendance would double as people sought inexpensive entertainment options. But that didn't happen.
"The only day that it did well was Tuesdays, when we had the dollar days," he said. "The rest of the week, the attendance was unchanged."
Starting Friday, tickets cost $8 for adults, $6.25 for matinees, and $5 for seniors 55 and older and children 12 and younger.
Cassell said he is also continuing to bring art films in, and the change doesn't affect the Prescott Film Festival & Series.
Cassell said his theater is still offering promotions that include Friday and Saturday beer specials, $1 concession days on Mondays and Wednesdays, $5 tickets for college students on Thursdays, and popcorn for 50 cents for children 12 and under.
And Cassell said he plans to show classic B-movies from the 1950s and 1960s once a month beginning June 28. Those movies will begin at 9 and 11 p.m. and tickets are $8 for the double feature.
For more information, visit www.frontiervillagecinema.com or call 445-7515.