Melissa Williams was back at the movies this weekend. This summer, it has become her leisure activity of choice - or maybe necessity.
Having seen Iron Man, the new Indiana Jones movie and Sex and the City - "There's just so many good movies out," she says - she was back with friends from Fort Meade to catch Wanted.
A lot of factors are driving Williams to the Muvico Egyptian this summer - it's a short drive for one thing; a lot of good movies are out for another. On top of that, the movies offer her a two-hour escape from the heat, which was a big incentive when her air conditioning went out. Then, there's the biggest motivation of all:
"There's not a whole lot you can do for $10 anymore," said Williams, 35.
The movie industry has historically enjoyed a jump in sales when the economy takes a major dip. This summer, after five straight record-setting weekends, the industry is on track to beat its revenue record set last summer, when sales topped $4 billion for the first time.
With gas prices spiraling - about two gallons' worth now equals the average movie admission - people are seeking low-cost entertainment, close to home. More often than not, movies fit the ticket.
Even though the July Fourth weekend didn't provide a sixth straight week of increased admissions, the number of tickets sold this summer is still up 2 percent over last year, and, since many theaters have raised the price of those tickets, total revenue is up as well.
"There's a bunch of things going on," said Paul Dergarabedian, president of box office tracking firm Media By Numbers. "The movies are good. ... There's just been a slew of hits that have been performing above and beyond expectations."
Add in the recession resistance of the movie industry - in five of the seven recessions since the mid-1960s, box office revenues and attendance increased - and gasoline prices that have people on the edge of their seats and off the roads, and you have an audience in need of short, inexpensive escapes. And that's exactly (if you avoid the concession stand) what the movies offer.
"People don't have the money for gas, so they're staying home. But you get tired of being home," said Williams as she joined the throngs at the multiplex at Arundel Mills on Saturday - crowds so huge she couldn't find an acceptable seat in Wanted.
Instead, she stepped outside for a smoke, sitting on a bench as more moviegoers kept pouring in - families, groups of friends and couples she suspects are, like her, going to movies to escape more than the heat.
