– The world’s biggest movie theater chain Regal has announced that it will stop offering the cheapest seats in movie theaters.
The company said on Tuesday that it would cut tickets for its big-screen movies, such as “Dawn of the Planet of the Apes,” from $20 to $15.
Regal is the biggest exhibitor of movie tickets in the United States, which is a key player in the American moviegoing market.
Regals movie theater in Louisville has the cheapest prices on average for a moviegoing experience, according to a report from the Los Angeles Times.
The average cost for a Regal ticket in the city is $16.99.
In its statement, Regal said the change was made “to address our customer service challenges, which include increased ticketing costs.”
Regal said it was also working to reduce ticket prices for the upcoming “Django Unchained” and “The Jungle Book,” in addition to its other movies.
Regall said it would start offering tickets for the $15-$15 price range at its other movie theaters in Louisville and in the region in the spring.
Regalls CEO Chris Jannik said the move was a win for the company’s customers and a win of a brand that has been a pillar of its business.
“We will now continue to operate in an environment where our customers can experience the world-class moviegoing experiences that we offer,” Jannak said in a statement.
The announcement comes less than a week after Regal closed its movie theater operations in the U.S. and said it will invest $100 million in the company in the coming years.
The company has about 2,500 locations in 22 states.
Regally said in May that it had reached a $1 billion agreement with AMC Entertainment to expand into the U, and that it planned to open new theaters in North Carolina and Florida.