They compared concession purchases in weeks with low and high movie attendance. Looking at detailed revenue data for a chain of movie theaters in Spain, Wesley Hartmann, associate professor of marketing at Stanford GSB, and Ricard Gil, assistant professor in economics at University of California, Santa Cruz, proved that pricing concessions on the high side in relation to admission tickets makes sense. That’s because while ticket revenues must be shared with movie distributors, 100 percent of concessions go straight into an exhibitor’s coffers.
Although concessions account for only about 20 percent of gross revenues, they represent some 40 percent of theaters’ profits. Indeed, movie exhibition houses rely on concession sales to keep their businesses viable. That means more customers coming to theaters in general, and a nice profit from those who are willing to fork it over for the Gummy Bears.
Putting the premium on the “frill” items, it turns out, indeed opens up the possibility for price-sensitive people to see films. The findings empirically answer the age-old question of whether it’s better to charge more for a primary product (in this case, the movie ticket) or a secondary product (the popcorn). By charging high prices on concessions, exhibition houses are able to keep ticket prices lower, which allows more people to enjoy the silver-screen experience. Research from Stanford GSB and the University of California, Santa Cruz suggests that there is a method to theaters’ madness-and one that in fact benefits the viewing public. It does not store any personal data.Movie theaters are notorious for charging consumers top dollar for concession items such as popcorn, soda, and candy. The cookie is set by the GDPR Cookie Consent plugin and is used to store whether or not user has consented to the use of cookies. The cookie is used to store the user consent for the cookies in the category "Performance". This cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Other. The cookies is used to store the user consent for the cookies in the category "Necessary". The cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Functional". The cookie is used to store the user consent for the cookies in the category "Analytics". These cookies ensure basic functionalities and security features of the website, anonymously. Necessary cookies are absolutely essential for the website to function properly. The Collier County Parks and Recreation Department did not respond when asked to explain why they cancelled a field trip to see the movie. “We’re polarizing and politicizing love as much as we are hate,” Dr. Laura Streyffeler explained that people think the opposite of love is hate and she said it really isn’t but rather fear of something they don’t understand or know about. Jordan Lynn is a student and said it’s his personal opinion that children should not see the film.Įllie Carvello is 18 years old and called the whole thing ridiculous and can’t believe in 2022 people are still hating on same sex love. “We could take him to see it on his own but that is beyond the point here,” Felke said. His sons are ages five and 11 and he explained they were looking forward to seeing the movie. “Apparently it’s been cancelled for all of collier county summer camps particularly due to a same sex kiss scene,” Felke said. However, according to parents like Thomas Felke, summer camps in Collier County that promised kids to see the film were told they can’t. “Right now we have a lot of summer camps and a lot of kids from schools that are coming in,” Perez said. She said she has received no complaints about the 1hour and 45 minute film which contains a 2 second kiss between the two characters. Martha Perez manages the Luxe 8 Flix Theater in Fort Myers and said Lightyear is one of their most popular movies right now.