There is no reason to fear deflation in the price of movie tickets. According to the National Association of Theater Owners, prices have increased $0.40 in 2010, which is an over 5% increase.

This is not entirely price inflation, as part of it reflects a growing number of 3D movies, which charge higher prices. So prices are going up, but you get to see Shrek in 3D, so it all evens out right?

Apparently the industry is beginning to believe they are pushing prices up to the point where consumers are becoming more price sensitive. The article linked above has this account:

Notable was an AMC statement in late May, which called the $20 list price for an IMAX-3D “Shrek Forever After” presentation in Manhattan “incorrect.” Just two months earlier, the chain had raised its premium 3D admissions cost from $16.50 to $19.50.

I know, I know, you’d gladly pay $50 for Shrek in 3D, but not apparently not all consumers feel the same way.