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  • Could dynamic pricing lure film lovers back to the big screen?
  • Could dynamic pricing lure film lovers back to the big screen?
    Francesca Guadagnini, Creative Commons (2013) ©
CASE STUDY

usheru: lower prices for empty cinema screens

Over the past ten years nothing much has changed about a trip to the cinema, other than the price. But with 62% of moviegoers saying prices are too high, it’s no surprise that attendance is falling. Could an app introducing dynamic pricing lure film lovers back to the big screens?

Location United Kingdom

Scope
Cinema attendance has been in general decline for years, with annual admissions in the UK having fallen by more than seven million between 2003 and 2013. [1] The industry has attempted to maintain its profits by increasing ticket prices, but evidently that’s done more harm than good. While other leisure industries succeed in growing their audiences, cinema seems to be dragging itself along.

Music concerts have increased in popularity by 28%, sports events by 24% and even the theatre by 12%, but cinema has performed below average, growing by just 9% over the past five ...

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