By Kelly King
Cavalier Daily Associate Editor
Ninety-nine cents - it's the American way. Perhaps retailers think that by not adding the full dollar amount, they are somehow fooling customers into thinking they are paying less, even for a movie.
Most customers have come to recognize this as a retailer's ploy, but when the Jefferson Theater, a unique movie theater playing re-run films on the Downtown Mall, raised their prices from $2 to $2.99 two weeks ago, some customers had had enough.
Phillip Varner, a graduate Engineering student, said he was talking a stroll by the theater when he noticed the price change.
"You don't initially see it as $2.99, you still see it at as $2 so it's sort of like they are trying to trick you," said Varner.
Varner was so angry he decided to write the movie theater.
"Two dollars is quite cheap for a movie, and likewise three dollars is also cheap. By raising the price to $2.99, I feel that a psychological trick is being attempted on me. I do not like this feeling," Varner wrote.
Hawes Spencer, owner and operator of the theater, said Varner was not the only one to express feelings of exasperation.
"Everyone just thought it was so cheesy," said Spencer.
In the two weeks the $2.99 price was in effect, customers showed their frustration by refusing to accept the penny change.
"It was kind of embarrassing having all of these pennies lying around," said Spencer.
For Varner and other customers, his anger had little to do with the price increase itself, but rather the particular amount.
"I have no objection to them raising the price, I just like the even dollar amount," he said. "And it's more accurate of what it actually costs instead of trying to make it appear cheaper."
But one might wonder what the fuss is all about.
"I think people just expected more of the Jefferson Theater," Spencer said. You might expect it at the grocery store or Wal-Mart, but something about it here was just wrong."
So after receiving Varner's complaints and others, the Jefferson Theater relented and announced it's new regular price, an even $3, seven days a week.
The additional profits from the price increase will go to employee pay raises and renovations to the ladies bathroom, particularly with respect to handicap access.
So how does it feel for one University student to see such timely action taken in response to his protest?
"It makes me feel like I've done my part as a citizen," said Varner, with a touch of sarcasm.
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