RE: RE: National Post Article todayWell, I've been in for a while (way before they started deploying) even if I was never interested in the product myself (I prefer to go see movies to relax or to think more then to be thrilled or entertained, I hate 3D and I don't think that I would really like D-Box), but still, I was sure that there was a big market for it.
But I started having my doubts when they announced that it would be an 8$ premium for the seats. To me (and I've said it before) this is the big error. At that price you loose a big chunk of the potential market. How many families of four can afford a 32$ premium to go see Harry Potter in D-Box? How often people who can afford to pay the premium go out for a movie (now that most people have their own home theaters)?
I have friends working in the movie theaters industry and one of the biggest complain they get is that a 3$ premium for a 3D movie is way too much (and you decide to position yourself with an 8$ premium?!). From what I read from blogs and forum on the internet, from people who actually paid their own tickets, D-Box is a cool thing, but the 8$ premium makes it a "once in a while" activity.
I think that D-Box made the mistake of overpricing themselves and that's why they have a hard time getting a big chain deal. Big chains aim at the general public and D-Box market is mostly the "high-end, big money" public due to the premium.