Originally Published: March 7, 2009 9:49 p.m.
A new kind of slasher flick is showing at the Frontier Village Cinema 10 Theater that is sure to leave people wanting more.
It gave Shalmarie Hackworth a nice shock Monday afternoon.
Hackworth drove to the Frontier Village Cinema 10 at 1771 E. Highway 69 and found out the owners drastically cut ticket prices.
"I think it's great. I can bring my whole family now," she said.
Theater owners Max Anhoury and Scott Cassell set ticket prices at $3 for all shows and a buck for movies all day Tuesdays and Sundays through Thursdays after 9 p.m.
That's a nice cut from ticket prices that ran $7 for adults and $5 for seniors and children.
And that means a more affordable night out for people like Hackworth and her family of seven.
"This is great, because you can bring your whole family out for less than $30 to $40," she said.
The catch is the theater is no longer carrying new releases.
Frontier Village will get movies after the Harkins theater in Prescott Valley drops them.
Cassell says that the when he took over the theater in 2008, the plan was to continue to carry first-run movies.
But the high cost of adding screens, putting in stadium seating and the bad economy called for a change in strategy, according to Cassell.
"It just wasn't working with the way the theater is now," he said. "I think this is the perfect opportunity to make lemonade out of lemons.
"The economy is in poor shape. I want to take this opportunity to try to make good business for us and help out the local people. We thought it was the perfect opportunity."
So Cassell and his business partner made the decision to change the theater's format to better fit into today's economy.
The lower ticket prices took effect a little over a week ago, and Cassell is confident that it will work.
"We fully expect (the numbers), once this thing gets up and going, to at least double in attendance," he said. "Now you can go to the movies without having to break the bank."
Cassell says the theater will continue to show art films.
And moviegoers will find a new way to catch movies in the coming months.
Cassell is lowering his concession prices; he recently got a license to sell beer and wine; and he's honoring the loyalty cup people use at Harkins.
Plans are also in the works to sell fresh pizza in the lobby, and Cassell says he wants put tables in one of the theaters to allow people to eat while watching movies.
"It's a concept that is really taking off," he said. "There are 400 theaters across the country that are doing it now."
Other looming changes include upgrading the sound and picture quality in all auditoriums in the coming months.
"It's not going to be stadium seating, we admit that, but we still want you to have a crystal clear picture and perfect sound," he said. "And that is one thing that's been lacking at that theater. I want it to be perfect."
For more information, visit www.frontiervillagecinema.com or call 445-7515.