Watch film trailers now »That's the right reaction for any Average Joe. And it's the same in Europe as it is in the States: Joe Schmoes everywhere are tightening their belts.
Unfortunately, that's not entirely true. There are some who know full well that their unique fraternity will ride out this particular storm with ne'er a hair out of place or a dollar whisked from their wallet.
Bizarrely, while the world holds its breath over the looming economic downturn, some of the planet's biggest producers of blockbuster movies are about to go into overdrive. It's simple: big, brash, ballsy, high-profile films boasting obscenely paid stars are still likely to go through the roof.
It appears that the gods and goddesses that grace our cinema screens are somehow immune to the contagion that is sweeping the financial sector. No-one's pay cheque seems to be suffering from a reduction in zeroes.
Take Cameron Diaz. If talk is to be believed, the model-turned-actress will bank a cool $20m-plus for voicing her part in Shrek 4. And she's not alone. Most American stars of similar stature are scrabbling to protect their standing and marquee pulling power. How can they possibly do that if they accept a lower rate?
I recall a conversation, nine years ago now, with Harrison Ford on an international junket in Rome. I asked whether he felt he was worth the $20m he had just trousered for his latest film.
His response was terse and unapologetic: "I wasn't the first person to ask for that, but as long as they were gonna pay somebody else, they can pay me," he drawled.
And there's the rub. Big movies with big stars may well emerge from this crisis unscathed. Why? Simply because the majors will invest heavily in them to ensure their success.
Franchises are the future: everyone wants one, everyone wants to create one and, most importantly, everyone wants to see them keep rolling onward. It's easy money, lazy money. For the stars, it's all about being associated with the right kind of movie.
Thus low- and middle-budget films will feel the pinch. Art-house fare will find it increasingly hard to find an outlet in theatres swamped with megadollar products pushed on them by established distributors with bottomless pockets. They'll make their films hits because they have to. Period.
Think on that the next time you're deciding what to see at the flicks. Consider which of your favourite stars is really in dire need of your hard-earned cash. And try to work out exactly why it is you're watching yet another sequel.
Remember – it's the economy, stupid.
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