Source: NY Times
AMC is now saying the $20 ticket prices were a mistake.
"Unfortunately, a limited number of theaters posted incorrect pricing for Shrek Forever After, which we immediately corrected," the theater chain said in a statement. "Any guest who purchased a ticket at the incorrect price can visit guest services for a refund."
Source: The Wall Street Journal
The AMC Loews 34, AMC Loews Lincoln Square and AMC Empire 42nd Street are three of the theaters in Manhattan that will be charging $20 for IMAX 3D showings of Shrek Forever After.
Ticket prices were bumped up as recently as March when How to Train Your Dragon, another DreamWorks Animation flick, was released. The price hike caused a minor uproar in the mainstream media, but Dragon has still managed to muster nearly $210 million domestically.
BoxOffice.com is currently predicting a $96 million opening weekend for Shrek Forever After.