DYNAMIC PRICING
Movie theaters are among the minority of entertainment outlets that have not incorporated differentials based on content, schedule, and seating options. Most events have multiple pricing levels based on seating, night versus day and weekday versus weekend. Most theaters, partly due to existing exhibition contracts, commonly have limited flexibility. Matinee and youth and senior discounts are the primary pricing tiers. Ticket master, a leader in event ticket sales, is developing a "dynamic pricing'" system that incorporates demand into pricing models. This could mean radical changes, with lower ticket prices for off-time and poorly attended movies and increased prices for prime seats at peak times on opening weekend. Thus far, no studio or exhibitor will acknowledge investigating the technology