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Tuesday, April 26, 2011

Variable Price Movie Tickets: Here's How

Posted By on April 26, 2011, 2:09 PM

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Variable-priced movie tickets: Now, everyone seems to be talking about it. Is a change now an inevitability? ---

A few weeks ago, I wrote a column recommending variable-priced movie tickets -- a move away from the one-price-fits-all model currently employed by movie theaters -- as a possible remedy for the attendance dip currently plaguing the North American box office. Today, Los Angeles Times columnist David Lazarus describes a model for how that might work: a technology being launched by Ticketmaster to raise or lower prices for concerts and sporting events based on demand. Lazarus identifies psychological components that may complicate the picture -- nobody likes the idea that they might have paid more than the person sitting next to them for the same show -- yet the structure seems to be about as fundamentally American as it gets. Even the plummeting per-seat totals for Atlas Shrugged, Part 1 could get a boost from having the market decide what admission is worth.

With every passing weekend, and every passing year-to-year dip in tickets sold, it feels as though the concept makes more and more sense. It's coming, film industry. You can either jump on board, or die resisting.

On Topic...

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