An interesting discussion has started between Graeme Watson
and Chris Brogan
regarding getting rid of flat model cinema prices.
Graeme brought in three comparative products: airline tickets, umbrellas and live theatre while Chris offers books with their red stickers.
The question posed in these two posts is should better movies cost more to see
A variety of other factors have been called in: timing, (seat) quality, brand, size...
In each instance combining the factors to form a pricing model is, of course, all about maximising profits. Side effect is, because some factors are ignored, the model doesn't always make sense visually.
Subjectivity. This is the problem with trying to establish one film as better than another. Consensus on the best movie is made far beyond opening night. Effectively too late to influence the cinema price, DVD sales will often have to take this factor into account.
Hype would also be a bad influence. With all the hype around The Matrix when it was released I deliberately avoided it, only to find a couple of years later that it was equally as good as any of the top reviews given to it. When Matrix Revolutions hit the box office I was pumped and eager to see it in full cinematic glory.
Turned out it was a massive let down for me. Others state is was brilliant. I'd have been greatly peeved if its raving popularity forced the ticket price up to £10 - £15 opposed to the £5 or £6 I forked out.
The cinema is largely about the experience as well as the actual film. Varying the price between films would change expectations of it, potentially giving a high price movie a hard measure to live up to.
I think there will be too much jeopardised to implement such a dynamic structure. Now if you could trust the audience to attribute fair and independent value to the film and pay accordingly, then you're onto something.Technorati Tags = Cinema Pricing Structure