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We too have grown to love the hefty, brown-vested sarcastic green ogre, but c'mon, this is a bit much.
Movie-goers will pay that price this weekend at the AMC theater in Manhattan's Kips Bay neighborhood, AMC Loews 34, AMC Loews Lincoln Square and AMC Empire 42nd Street.
"Shrek Forever After'' is the series' fourth installment, and the first in 3-D. Critics of the price increase say the rapid jump is a problem, particularly because it involves a kids' movie.
"With the state of the economy remaining questionable, we worry pricing is simply moving up too quickly," media analyst Richard Greenfield wrote in a blog post, according to The Wall Street Journal. "The danger is scaring consumers away from the movie theaters."
But in the aftermath of 3-D blockbusters like "Alice in Wonderland" and "Avatar," it appears theater operators are willing to take the risk.