UPDATE: Village Cinemas have confirmed they have cancelled the trial after backlash from the public.
In a statement, the company said, "We can now confirm that all pricing variation trials have been stopped effective immediately. Our goal is to ensure movie-going remains as a affordable entertainment choice for our guests."
Still got some new movies on your bucket list? It might become a matter of ‘when’ after Village Cinemas revealed an increase in prices.
As part of a Dynamic Pricing Trial, similar to what we experience with Uber, a number of Victorian locations will see ticket prices change during peak periods. The new pricing will also include snacks you purchase at the candy bar.
Reddit user kennethdaniels revealed the new prices, which will see popcorn be increased by .50c and water by .30c.
The trial will end in January. The locations affected include Crown, Fountain Gate, Doncaster, Jam Factory, Southland and Werribee.