Cinemas begin ticket promotion

300 theaters offering reduced-rate movies on Wednesdays

The Fiesta del Cine promotion attracted long lines outside cinemas with cut-price tickets last October.
The Fiesta del Cine promotion attracted long lines outside cinemas with cut-price tickets last October.Carlos Rosillo

The race to cut movie ticket prices and recover lost audiences took a new turn this week as more than 300 theaters began selling tickets at a reduced rate of between 3.90 and five euros on Wednesdays.

The promotion, announced last week, is set to continue every Wednesday until April 15. The exact reduced cost will be decided upon by individual theaters.

Producers and exhibitors had initially wanted to establish a single reduced price of between three and four euros, one day a week, for all movie theaters, but this was roundly rejected by the National Commission for Markets and Competition, which warned that such price fixing was a crime under the penal code.