Is dynamic pricing the future of Australian Cinema?


The simple act of buying a cinema ticket may be changing. Dynamic, on-demand, pricing for movie tickets are being trialled in Australia. Similar to Uber and Airline tickets, prices would fluctuate depending on certain variables, including film title, time of day, day of the week, and movie-life cycle. A cost premium would be when demand for the movie is high, but consumers would see savings when demand is low.

Our take

On-demand is shaping up to be the way of the future, and brands need to be nimble enough to react accordingly. Consumers are becoming more accustomed to on-demand services and they are willing to pay a premium for the privilege. The movement towards dynamic pricing is reflective of wider media consumption and access to content.

Jonathon Kriening

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