Why Demand-Based Pricing For Movie Tickets Is A Bad Idea

"Under an 'alternative pricing model' the company will pilot in several markets in 2018, Regal [Cinemas] will charge more for tickets to movies people want to see, and less for under-attended flops. ... The thinking goes - especially in smaller markets where viewers don't have other multiplex options - that customers will feel compelled to pay more to see a Marvel movie or Star Wars, the kind of experience audiences still flock to the theater for." David Sims makes the case for why this won't wo