Hong Kong cinemas seek to fill seats
( 2002-09-03 14:09 ) (7 )

Hong Kong's cinemas on Tuesday slashed ticket prices to 25 Hong Kong dollars (3.20 US) twice a week in a move to lure back audiences, a theatre association said.

"Altogether 51 cinemas in Hong Kong will cut ticket prices to 25 Hong Kong dollars every Tuesday and Wednesday for eight weeks starting today, in order to increase attendance," said Vicky Wong, chairwoman of the Hong Kong Theatres Association.

Cinema ticket prices vary from 30 to 70 dollars, depending on location.

According to the association, Hong Kong box office sales during the summer holiday month of July dropped 39 percent to 91 million dollars, down from 149 million dollars a year earlier.

Wong blamed the drop on current economic difficulties, as well as the quality of movies which she said were not as good as last year.

"Entertainment is not really at the top of necessities in times of economic hardship," she said.

Increased sales of pirated VCDs and DVDs were also damaging cinema businesses, said Wong.

"You can easily get a pirated video film before the movie is actually being shown," she said.

A similar price cut by two cinema chains in February led to a 218 percent rise in attendance, Wong said.

There are around 60 cinemas in Hong Kong.