Theater operator boycott «Hulk»

The official production cost of «Hulk» came in at $120 million; now distributor UIP is trying to get some of its money back faster by jacking up prices for theater operators. Now the largest chains are boycotting the movie.

The German movie theater chain Cinemaxx, which owns over 49multiplexes with 356 screens and a total of 91,000 seats, boycotted the July 3 German opening of «Hulk» to block distributor UIP's attempts at increasing prices. UIP introduced a new pricing model which increases the margins that theaters have to hand over – up from an already hefty 53.5 for blockbusters. Cinemaxx operators, fearing a new pricing policy that would lead to increased ticket prices, took «Hulk» off their programs. Other large theater operators have followed suit.