The Visulite Cinema - Lynchburg in Lynchburg, Virginia is lowering its prices and changing from art house fare to second-run movies, according to an article published recently in The News & Advance:

Visulite Cinemas in the Plaza shopping center announced that starting Friday all its movies will cost $2. That’s the same cost as the Cinemark Theater on Candlers Mountain Road.

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"We’ve been having slower sales for the month of September," Visulite General Manager Chris Davidson said. "It’s just kind of a way to hopefully offer value to the community and also allow us to have greater traffic."

Davidson said he thinks there’s enough demand for discount movies in the area to support another discount theater.

When Visulite first opened last year, the plan was to show mostly art films, but Davidson said there didn’t seem to be a huge market for that.

Now the theater will show mostly second-run movies that have been out for a few months, a change Davidson said will allow the theater to bring more movies people really want to see.

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