According to research cinema admissions have dropped by 8.3% between 2012 and 2014. In the UK alone the box office fell by 15%. As more and more movies leak online or are added to streaming services quicker than ever, how can cinemas retain their audiences?

'Dynamic pricing' means prices can quickly adapt to reflect changing levels of supply and demand. When Uber, a private New York-based taxi service trialled the idea, some customers were charged over $80 per mile, causing widespread anger.

As people become more wary of dynamic pricing, many businesses are developing transparent systems that engage the customer in the process.

With fewer people going to sporting events in the US, how is software company Qcue helping some of the world's biggest leisure venues sell every ticket and fill every seat? Simple: pricing algorithms that change like the weather, literally.