Yeah...this is one trend we don't need to see come to Australia.
Background: The Batman flick with R-Patz and Zoë Kravitz is out, and it brought in a whopping US$128 million over its debut weekend in the US. It's now just the second pandemic-era flick to cross the $100 million-mark in a single weekend!
What happened: The world's biggest movie chain, AMC, whipped out a special hack to get it there: it charged an extra US$1.50 for tickets to the movie.
What else: AMC says it already charges premiums for the best seats in the house in its European cinemas... but it's the first time the US has seen variable pricing in theatres. And uhh... we'd be happy not to see this trend come to Oz.
💡 Variable pricing is when businesses alter the price of product or service based on the levels of supply and demand.
💡Currently, you pay one price at the movies - whether you're craning your neck in the front row, or in the coveted back-middle. While variable pricing at the cinemas might be a thing in Europe, it hasn't become mainstream yet. Like teeny, tiny smart cars.
💡But it kinda makes sense: mosh pit tickets are priced differently to seated tickets (i.e. variable pricing based on position)...and LA Lakers games are more expensive than Indiana Pacers games (i.e. variable pricing based on quality of the spectacle). So, it could be just a matter of time before this kind of pricing system hits the movies.
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