GV, which runs nine cineplexes here and has the lion's share of the cinema-going market at 47 per cent, has raised ticket prices by 50 cents, starting today.

Patrons will now pay anything from $7.50 (from Monday to Thursday afternoons) to $10 (on weekends). The rise works out to between 5 and 7 per cent, depending on the session.

GV managing director David Glass says rising operation costs prompted the price increase.

His chain, along with Shaw and Eng Wah, is part of the Cinematograph Film Exhibitors Association, and they last collectively raised their prices in May 2005.

Ticket prices for GV's luxurious Gold Glass halls at Great World City and VivoCity and the arthouse Cinema Europa at VivoCity remain unchanged.

Last month, rival exhibitor Cathay raised its ticket prices by 50 cents for most movies, and $1 for a blockbuster.

That will affect those keen to see the upcoming Indiana Jones And The Kingdom Of Crystal Skull and The Dark Knight.

Cathay's hike makes its tickets about the priciest in town.

For example, a Saturday blockbuster at Cathay will cost $10.50, compared to GV's $10 and Shaw's $9.50.

Spokesmen for Shaw and Eng Wah tell Life! that they have no plans to increase their ticket prices at this point. New player Filmgarde at Leisure Park Kallang could not be reached for comment.

Housewife Sarah Lee, 36, says she will now be more careful in choosing which movies to see. The mother of a five-year-old girl says: 'We'll try to catch movies on weekdays. Unless it's a blockbuster or a family movie, we'll wait for it on DVD.'

But marketing executive Angela Poh, 28, says the increase will not discourage her from going to the movies.

'Going to the movies is a big part in my lifestyle,' says Ms Poh, who watches two to three movies a month.

Like Cathay, GV has a few ongoing packages to offset the hike. Senior citizens aged 55 and above will pay $4 for daytime movies on weekdays. Students will pay $6 for the movies during the same period at selected cineplexes.

Patrons can also save by joining the GV Movie Club for free. Members pay $6.50 for a ticket on Tuesdays.

douglast@sph.com.sg