Some movies are charged full price because of special agreements with the studio. If you are a student, senior citizen, or have small children, you may qualify for a discount. Be sure to ask. Different theater chains have varying discounts. Look for screenings and special discounts.
Some theaters advertise using coupons that reduce the price of a show.
If you want to watch a special engagement, be sure to read the fine print to see if its excluded. Listen to the radio or visit a university campus to find information on free screenings. Avoid the theater if you are extremely hungry or thirsty. Movie theaters make a majority of their income from food and drink sold at the snack bar. The mark up gets felt if you decide to have dinner at the movies.