SECTION: Calendar; Part 6; Page 1; Column 4; Entertainment Desk

HEADLINE: PRICE HIKE: COMING SOON TO A THEATER NEAR YOU?;
CINEPLEX JUMP GETS MIXED REVIEWS

BYLINE: By ELIZABETH HAYES, Elizabeth Hayes, a graduate of Smith College, is a Calendar intern.

BODY:
   Are Los Angeles moviegoers going to start thinking twice about buying movie tickets?

On Wednesday, Cineplex Odeon raised ticket prices from $6 to $6.50 in Los Angeles just as the three summer blockbusters -- "Rambo III," "Crocodile Dundee II" and "Willow" began stiff competition for ticket buyers. Other chains -- Pacific Theaters, AMC Entertainment, Inc. and Laemmle -- are charging up to $6 but say they plan no immediate price hike.

[A] A spokesman for Cineplex Odeon said Friday that prices were raised "to maintain standards of operation. We increased prices the minimum amount we could. We've had no resistance. People want to enjoy a clean environment and will pay a premium for that luxury."

[B] However, while Tuesday's pre-hike box-office receipts at Cineplex Universal totaled $5,010 for both screens showing "Willow," on Wednesday, the first day of the increases, receipts dropped to $3,294. On Thursday, receipts rose slightly to $3,591.

Officials at Mann and Edwards theaters could not be reached for comment on possible boosts in ticket prices. (The trade paper Variety on Wednesday reported that the Mann chain was considering an increase to $7.)

"We watch what the big guys are doing," said Bob Laemmle, chief officer of Laemmle Theaters. "We're forced into following suit if the general trend goes to higher ticket prices. Cineplex Odeon started a trend in New York, so maybe they'll start one here."

Reactions of moviegoers to the price hike at Cineplex Odeon theaters -- announced by the Canadian exhibition giant on Wednesday -- ranged from surprise to disgust Thursday afternoon.

Some sample responses:

[C] "It's ridiculous to pay $6.50," said Judy Vaccaro of Tarzana. "That's why everybody waits until it comes out on video, so you can rent it for a buck."

"It's horrible," said Randy Davidson of Wichita, Kan., who was here on vacation. As with many visitors polled in front of the theater Thursday, he couldn't help comparing the seemingly hefty ticket price with the going rate at home -- $5 tops.

"I can't believe it," said Stephanie Amato of La Canada. "This movie ("Willow") better be good. . . . I'm going to be much more selective next time."

Not everyone was aghast, however.

"I think it's a reasonable increase," said Chris Bennington of Sherman Oaks. "I got it all out of my system when it went up to $5."

"We pay $4.50 in Washington, but if it's a really comfortable theater with 70-millimeter and Dolby, I don't mind," said Linda Nobis.

The novelty of the not-quite-year-old 18-screen multiplex continues to hold many in thrall, despite the more expensive tickets.

"The only reason I'm here is because it's a tourist attraction," said Paul Walker of Rogue River, Ore. "I'm killing two birds with one stone -- seeing the new theater and the film."

"I pay it here because my car is safe here and also the size of the movie screens, the sound and atmosphere. And it's clean," said a Studio City man who called himself Ski.

At the Mann Village in Westwood, some members of the Thursday evening "Willow" crowd called the going rate there of $6 "outrageous."

"It's too high. I get (a discount on) tickets from school. Otherwise, I wouldn't come at all," said UCLA student Nancy Schmidt.

[D] Steve Curtis, a student at Cal State Northridge, said that if ticket prices go up at Mann Village he will go across the street to the Bruin and pay $6, regardless of the films being screened.

"It's kind of like what's happening to postage stamps," said Melinda MacInnis of Long Beach. "(Six dollars) is a lot of money."

When ticket prices soared to $7 at 44 Manhattan movie theaters last December, moviegoers were blase. But New York Mayor Edward I. Koch ran a crusade to boycott theaters on Monday nights. He stationed himself in front of the Baronet and Coronet Theaters in midtown Manhattan, while patrons strolled past him to see "Broadcast News."

After 46 days, in late February, Koch gave up his boycott campaign due to lack of interest from the public.

In Los Angeles, Mayor Tom Bradley's press secretary said the mayor would not comment on the new prices.

LANGUAGE: ENGLISH