Bob Mullen of Rockville doesn’t like to spend money in theaters on what might be a bad movie.

“I’d still rather see a classic than gamble on a new movie,” Mullen said.

In 2010, the last year for which numbers are available, the average movie ticket price in the U.S. was $7.89. Most theaters in Montgomery County charge $10 to $12 for general admission.

The price is the product of the industry’s outdated cost structure, thin margins and the county’s sky-high cost of living, said Jon Goldstein, co-owner of The Movies at Montgomery Mall in Bethesda. Goldstein owns seven theaters, including locations in New York, Pennsylvania and Michigan.

He predicts a shift in the price of admission during the next decade; better movies will cost more.

“There are some movies that are worth it, there are some that are not,” Goldstein said.

Jeremy Ramond of Rockville disagrees. He still regrets paying $14 to see “The Lion King 3-D.”

“They’re too expensive,” he said. “All of them, they’re too expensive.”

Moviegoers in North America broke box office records by spending $10.6 billion in 2010, according to the Motion Picture Association of America. But higher priced 3-D tickets hid declining ticket sales.

Between 2002 and 2010 average ticket prices rose 29 percent. In the same time period, admissions dropped nearly 15 percent, from 1.57 billion to 1.35 billion, according to the National Association of Theatre Owners.

Despite the rising prices, the average ticket — when adjusted for inflation — costs less today than it did in 1971, according to the association. Adjusted for inflation the average ticket then, $1.65, would cost $8.97 today.

Goldstein predicts higher prices to see a movie at Montgomery Mall.

His three-screen theater is slated to be replaced by a state-of-the-art, 15- or 16-screen giant whose operator has not been announced by mall owner Westfield. Goldstein chose not to pursue a lease because of concerns about cost, but wished the new operator luck. A large chain can run at a loss, something an independant company like his own cannot afford to do, he said.

The new theater will be the first major upgrade since Westfield purchased the mall in 1994. Construction would start in the fall and be complete by winter 2013, in time for the holiday shopping season. The current theater will remain open during construction.

Rent and construction costs force the new operator to charge more for admission than his $10.50 adult tickets, Goldstein said. His rent is a percentage of sales, but he is prohibited from revealing the price.

Despite repeated requests, AMC Loews and AFI Silver Theater Cultural Center declined to discuss ticket prices.

“AMC Theatres wants everyone to come enjoy the best possible movie going experience at our locations and, as such, we provide a number of value options at our locations around the country, including those in your area,” said AMC Theatres spokesman Ryan Noonan, advertising the company’s 2-D movies at AMC Loews in Gaithersburg, $6 before noon every day.

AFI Silver Theatre Cultural Center Director Ray Barry declined to discuss the motivation behind charging $11.50 for general admission, but said admission is typical for a major metropolitan area.

“We take all our costs into consideration and strive to stay competitive in the D.C. metro area,” said spokeswoman Susan Bluttman.

The Silver Theatre is part of the American Film Institute, a nonprofit dedicated to celebrating excellence in film, television and digital media.

In 2010, the organization took in nearly $25 million and spent nearly $24 million, including about $171,600 on Barry’s salary, according to GuideStar, an organization that gathers and publicizes information about nonprofits.

Goldstein said higher costs for rent and labor are reflected in local ticket prices.

“Even at $11.75, this is the cheapest form of entertainment,” he said. “Going to see the Wizards play the Bobcats on a Tuesday night, a lot of times it’s meaningless. But a good movie you can remember your entire life.”

jablamsky@gazette.net