$20 to see 'Shrek' on IMAX? That's a lot of green

"Shrek" gets a kiss from actor Mike Myers as the character receives a star on the Hollywood Walk of Fame in Los Angeles, Thursday, May 20, 2010. (AP Photo/Chris Pizzello)

May 21, 2010 7:13:10 PM PDT
A few theaters seemed to flirt with the idea of raising the adult ticket price to $20 to the IMAX 3-D family movie "Shrek Forever After," opening this weekend.

Four AMC theaters in Manhattan bumped the box office price to $20, but three quickly dropped the price on Friday. Two were charging $17 and two were selling tickets for $19.

AMC Theatres spokesman Justin Scott attributed the price hike to an error.

"Unfortunately, a limited number of theaters posted incorrect pricing for "Shrek Forever After," which we immediately corrected," he said. "Any guest who purchased a ticket at the incorrect price can visit Guest Services for a refund."

The Wall Street Journal reported Friday that the four theaters had listed the $20 price for the IMAX showing of "Shrek" on Wednesday.

Moviegoers would do well to consider taking in the new flick in neighboring New Jersey, where an AMC theater in the city of Elizabeth was selling tickets for $16.50.

BTIG LLC media analyst Richard Greenfield reported on his blog Thursday that a Fandango.com screenshot from the AMC Kips Bay movie theater in Manhattan showed a $20 price. On Friday, the same theater had dropped it to $17.

"Shrek Forever After" is the series' fourth installment, and the first in 3-D.