Regal Entertainment Group has announced plans to test pricing that’s based on demand for certain films.
The movie theater giant it would charge higher ticket prices for hit films and less for flops, under the plan.
Regal has teamed up with the company, Atom Tickets, which has reportedly been pushing theaters to try this unique pricing style to test the concept.
The theater chain reportedly plans to roll out the program in early 2018. They'll be watching to see if this strategy boosts revenues and fills more theaters at off-peak movie times.