3 years ago we had an earthquake in Christchurch (New Zealand, for those not in the know...).
As a result, one of the malls in the outskirts of the city was damaged and closed for a time, including the cinema.
When it reopened, the cinema encouraged people to come back with cheaper movie tickets ($10, instead of the $20 normally charged).
Wonders upon wonders, they realized pretty quickly that by charging LESS money, they got MORE punters through the doors and considering that they make less money from the movie and more money from the snacks, they make MORE profit.
2 years later, the cinema still charges $10 for a movie, the cinema is always packed and they are making shitloads of profit. Go figure.