Would you pay $58 to see a movie? TIFF’s demand-based pricing raises ire of fans

TORONTO – Amaan Ismail purchased a package of 10 tickets heading into this year’s Toronto International Film Festival and was keen to pick up a few more at the last minute.

But he balked when he learned of the new “dynamic” pricing system the festival is using to raise the cost of certain hot tickets, up to a high of $58 each once all additional fees are added in.

“I’m not sure it’s worth it, really,” Ismail said of the eye-popping high-end price point.

“It becomes inaccessible for regular Torontonians, for regular people who want to see these movies. And it kind of defeats the purpose of what the original intent of the festival was.”

The 31-year-old film buff, who has attended the fest for five years, was trying to purchase three single tickets when he noticed the new surcharge was in effect. The charge, which adds anywhere between $2 to $7 to the price of a ticket, appears when a particular film is nearly sold out.

The change means that some tickets could potentially cost as much as $58 if they are for pricier $49 “premium” screenings, after the maximum $7 surcharge and a $2 processing fee are added.

“It wasn’t communicated well,” Ismail said of the pricing change. “It is in the tiniest light grey font under where it says what the ticket prices are.”

For its part, TIFF says its equivalent of “surge pricing” is not unlike the strategies used by many other arts and culture organizations, non-profits, sporting events and concerts.

A spokeswoman also said the starting $25 price of a regular festival screening ticket remains the same as last year and “the bulk” of tickets for each screening will be sold at that rate.

“We believe these changes reflect current standards in the marketplace,” Jennifer Bell, TIFF’s vice president of marketing, communications, digital media and creative, said in a statement.

“Prices will increase with demand only when the screening is near capacity. We already use a similar pricing model by offering tickets at a significantly lower price point for screenings that are less likely to sell out.”

Bell added that as a charity, TIFF wanted to ensure it could continue to offer accessible programming year-round.

“After a lengthy internal discussion we felt that introducing capped dynamic pricing for a certain number of festival screenings was, on balance, the appropriate decision to take.”

But that explanation doesn’t sit well with Ismail.

“Yes other industries are implementing surge pricing and yes other festivals are kind of doing the same thing but TIFF was always meant to be a festival for the people,” he said. “They seem to be gouging the people who really want to come see it.”

While Ismail said he will still attend TIFF next year, he’ll likely restrict himself to a package of ten films and pass on single ticket purchases.

“I probably won’t do those extra movies just because the cost is getting to be a little high. Which is kind of unfortunate because there’s some phenomenal movies from all around the world.”

TIFF runs from Sept. 8 to 18.