New App Choovie Aims to Bring Fluid Ticket Pricing to Australian Cinemas

If cinemas jump on board, audiences will drive demand — and, by extension, how much they pay at the door.
Matt Abotomey
February 26, 2017

Cinema has a big problem — and for the first time in quite a while, it can't be summed up by the words "sequel", "reboot" or "Adam Sandler".

For a long time now, convenience stores and cinema candy bars have been known for their bizarre Prohibition-era pricing of ordinary goods. Now they are being joined by a third champion of Weimar-esque inflation – the cinema ticket counter. According to Screen Australia, in 2005, the maximum price you'd pay to see a movie on the big screen was $15. In 2015, the last year for which there is recorded data, that price had exploded to $24.50. And while this hasn't reduced the number of Australians going to the flicks each year, the number of times people visit has been steadily declining since 2009.

Melbourne couple Sonya Stephen and Shane Thatcher say that only around 16 per cent of available movie tickets are purchased in Australia each year. Their solution, a new app called Choovie, is an attempt to allow audiences to drive demand — and, by extension, the prices they pay at the door.

"Every time we went to the cinema and there was only a few people in there, he [Thatcher] would start questioning how you could use technology to get more people to go to the cinema more often," says Stephen. "It became obvious that by using smartphone technology there could be a genuine win-win, people could see more movies and cinemas could make more money."

Choovie is a push for cinemas to adopt a fluid ticket price based on the time of the screening and the popularity of the film. The app would then share this information with users and allow them to find the best deal. In other words, you'll probably still pay a mozza for the new Star Wars in mid-December and whatever the biggest flick is on Boxing Day, but when you're busting to see Tears of the Otter by that Danish guy at 11am on a Wednesday morning, Choovie will help you find a ticket that takes these things into account.

Obviously, much of the app's success will rest on whether cinemas decide to play ball or not; however with Australian movie theatres currently selling less than a fifth of their available product, Stephen is confident that more bums on seats will also mean bigger profits for cinemas. "The onus is on us to prove that it works. If we can do that I can't see why everyone wouldn't come on board."

Choovie goes live on 27th March in Victoria, NSW and the ACT, with staggered launches across the rest of Australia in the months following. For more information, visit their website.

Published on February 26, 2017 by Matt Abotomey
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