Most exhibitors seek to incorporate alternative content in ways that attract new attendees during off-peak times, particularly Monday thru Thursday when only 5 percent of theater seats are occupied. Bud Mayo, CEO of Digiplex Digital Cinema Destinations, describes the approach “What happens wid1 those [alternative content] performances is that single event will out gross certainly the lowest-grossing movie playing [in] that theater that day. The relationship has averaged more d1an I 0 times the lowest-grossing movie for die entire day." In marginal dollar term, alternative content can be a boon on otherwise slow nights. A recent Wednesday showing of Broadway's West Side Story' at a Digital theater had an average ticket price of $12.50 and grossed $2,425. In comparison, screens showing films that night grossed just $56 to $73. The alternative content also brought in nearly 200 additional potential customers for concessions.