Uber-Style ‘Surge’ Pricing Could Be Coming To A Theatre Near You

By Sammy Caiola : capradio – excerpt (includes audio track)

And you have Uber to thank for that, or whoever first came up iwth the idea of surge pricing.

Would you see a movie midweek instead of on a Friday night if it meant saving a few bucks on a ticket? Regal Entertainment Group wants to find out.

The company owns Regal Cinemas, United Artist Theatres and Edwards Theatres. There are nine Regal theatres in the greater Sacramento area.

Under a new pricing strategy announced this week, ticket costs would vary by showtime. At peak times, shows would cost more. At slow times, they’d cost less.

It’s a model already used by ride-hailing companies Uber and Lyft, and by sports teams… (more)

Will theater goers who are already disenchanted with the notion of dealing with traffic, parking and waiting in lines, put up with a confusing price structure for tickets as well? Surges usually go up not down. This seems like a good way to kill the local theater market that is already under stress from high prices and competition from online offers.

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s