Reading Cinemas Courtenay in Wellington has lowered the price of its standard tickets from $16 to $10 - indefinitely.

Cheapo Tuesday at the cinemas is now a thing of the past, with one of the largest cinema companies in New Zealand slashing its prices.

Reading Cinemas Courtenay in Wellington has lowered the price of its standard tickets from $16 to $10 - indefinitely.

Gold Lounge tickets, which give you more wriggle room in recliner seats at back of the cinema, are now $15.

This move comes just six months after the new Reading Cinema in Auckland announced it would offer $10 tickets, making them the cheapest tickets in town.

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In an email, the cinema said: "Amazing value has arrived at Reading Cinemas Courtenay".

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"All standard tickets are now just $10, all day, every day. Plus, all Gold Lounge tickets are now just $15.

"With amazing prices like this, now you can see all the latest blockbusters on the big screen. Twice."

Reading Cinemas refused to comment on its reasons for the move in Wellington, and it is unclear whether its other cinemas will follow suit.

However, Consumer NZ research writer Jessica Wilson said Reading Cinemas might have dropped the ticket price to attract more customers to the "big screen".

"A night out at the movies isn't cheap and cinemas may have to cut prices to compete."

Internet data use showed more households were streaming movies online, she said.

"Online streaming services have provided consumers with more viewing options.

"These services mean cinemas are facing increased competition for consumers' entertainment dollars."

Wilson noted that between June 2013 and June 2015, internet data rose 143 per cent.

"The huge jump in broadband use points to the rise in at-home viewing."

In an interview with US publication Deadline, movie mogul Peter Jackson said the "movie-going" experience was dying.

"It's pretty frightening when you look at what the real health of the industry is.

"Do you think any one of us - from Steven Spielberg, to JJ Abrams or Martin Scorsese - wants the movie-going experience to die? Of course we don't. But it is dying, slowly," he said.

"We want to inject health into it, to give the cinemas money they can use to improve the experience, and to give the studios money to get more films made.

"The only way you can do that is to somehow get those people who are stuck at home, who can't actually see the movies but want to, and can pay 50 bucks, so that all that money can go to the exhibitors and the studios."

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