In an era of binge-watching and cord-cutting, cinemas are looking for new ways to get Canadians off the couch and into the theatres. For Cineplex, dynamic pricing – the process of charging more or less depending on what days movie-goers visit and what they’re seeing – might be the way of the future.
“Dynamic pricing is basically when you increase your price based on demand,” chief executive Ellis Jacob, told The Canadian Press, surrounding Cineplex’s first quarter earning call on Tuesday. “Say you’re busy on a Friday or Saturday night (so) you charge more, and when you’re not busy on Monday nights you charge less. It’s kind of what the airlines do, in a way. We look at all different models.”
Jacob said that the company, which owns 79 per cent of the national movie theatre market, has been “very conservative” when it comes to ticket prices.
“There come points where you have to look at the overall situation – when minimum wage keeps increasing and cost of procuring concession items comeRead More »from Popular movies may soon cost more at the box office