The movie industry’s response to declining ticket sales seems to be to just keep charging more per ticket, with the help of 3-D, IMAX, and other special formats meant to transform a film into an “experience” that’ll somehow justify the $20 admission. Such moves will ensure a higher average price per ticket. But it also may ensure that, the occasional must-see blockbuster aside, fewer people will be inclined to pay through the nose to go to the movies.

By looking at the scenario one way, it seems as if higher ticket prices have helped the movie industry avoid what could have been an even worse year. But as much as the higher ticket price can be viewed as the savior of the movie business, it also appears to be one of the main reasons for the failure to attract more customers.