Why cinemas are (finally) embracing dynamic ticket pricing

The news that Germany’s UCI will roll out dynamic pricing to all of its 23 cinemas and 203 screens over the next five yearsmarks the start of the embrace of dynamic pricing by the cinema industry. The fact that it comes the same week as Australia’s Village cinemas abandons its ill-conceived and poorly executed surge (not ‘dynamic’) pricing trial only serves to affirm this shift. Smart Pricer and its partners have demonstrated that dynamic pricing can work as well for the cinema industry as it already does for airlines, hotels, sports and e-commerce, but there are still challenges ahead for the industry as a whole.

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