The Regal cinema chain is going to test a new pricing model next year: They’re going to charge LESS for movies that are less popular or maybe aren’t doing so well. It’ll also cost less to see movies at less popular times. But on the flip side, the big blockbusters and popular show times will cost MORE. They’ll start out by testing it in enough markets to get some solid data on whether or not it’s actually getting more people into theaters.
Regal says, quote, “Changes to the historical pricing structure have often been discussed but rarely tested in our industry, and we’re excited to learn even more about how pricing changes impact customer behavior.”