Several chains have employed new methods of driving up attendance and revenue — such as a boom in alcohol sales and better seats — and the dynamic pricing system seems like the latest attempt to change the game on a relatively old system.
The clear intention here is to increase audience willingness to actually see movies in the theater, as attendance has consistently waned in recent years.
Merely getting average moviegoers to attend one extra movie per year could reportedly have a profound impact on the industry, so these chains are exploring every possible angle.
Reasons for this decline in attendance varies from consumer to consumer, but amid many of the reasons (which include movie selection, safety concerns, and availability of content on streaming services), cost has become a significant factor in the decision to avoid the theatrical experience.