Like they say, all good things must come to an end. Like all theaters now, this one has followed suite and raised prices. They used to have the best prices for movies with all shows before 6pm just $5 and after 6pm was just $7.50 with the exception of 3D movies of course.
Now the first showing only is $5, the next one is $7.50 and night time prices kick in at 4pm and go to $10. The first showing for a 3D movie is $8.50, which is still a bargain compared to other theaters, which charge $11 for matinee 3D movies.
Since my wife and I always go to the matinees anyway, the higher pricing has not affected us other than we may have to go a little earlier than we used to.
Since this is the only theater close to our house that still has a $5 matinee, the other one close to us (Birkdale Regal 16) charges $7.50, its still our theater of choice.