Should a hotel charge the same price for its smallest room as the penthouse? Should a Mercedes Cabriolet cost the same as a Toyota Corolla? Of course not, but yet movie theaters in the United States charge the same price whether you're going to see the latest Oscar winner or the Emoji Movie.
But now, Regal Cinemas "plans to test demand-based pricing" by allowing prices to reflect consumer sentiment toward each specific film. Directors who see the ticket prices of their films in the discount bin might not appreciate the new pricing paradigm.