I agree, $20 for one movie is just way over doing it. That used to be the price you expected to shell out for the ticket AND your popcorn and drink. Now it will be closer to $30 for the tickets and food if you still want both. I think this could backfire on theaters because theaters make the bulk of their profit from concessions. If people quit buying concessions because they spent all their money on tickets, it will hurt the bottom line. I don't think the higher ticket prices will be enough to cover losses at the concessions if those losses are big enough, and they will be if more and more movies come out in 3D. If I was running a theater I would raise 3D prices and offer a free drink with any purchase of a 3D ticket. This would encourage some people who were thinking of seeing the 2D movie and when they are getting their free drink they will be more likely to go ahead and get a popcorn or candy to go with it. Not to mention that drinks are the cheapest thing at concession stands, they give a HUGE profit but giving them away to some people costs very very little.