by Diane Tuazon
ODESSA - This weekend movie goers will be paying more when they go to the movies.
"It doesn't surprise me, as long as people are willing to pay for it, they'll keep raising the prices," Detra Flowers said.
Starting Friday theater chains across the country will hike up their admission prices. 3D movies could go up almost 26 percent which means it could cost almost $2 more. Regular 2D movies will go up about 50 cents.
"I think it's ridiculous. It's the thing for families to do. Especially 3D, they'll hike up the prices because they know we'll pay it," Flowers said.
"They're making enough money as it is. We can't even see a movie without paying so much for popcorn and other snacks," Kelly McEwen said..
While movie executives call the increase necessary to continue to make 3D films, others say it's nothing more than movie chains seeking to cash in on consumers' willingness to pay.