Movie houses hook people into going to theatres The one-price-fits-all strategy tries to keep us from rejecting movies because either the price may be too high from a cost-benefit concern or the price may be too low from a quality concern. Going to a theatre becomes the event and the movie is simply a bonus.
Theatres in my neighbourhood have taken this one step further by offering premium seating, where seats are larger and further apart, as well as being assigned. The premium charged is $2, which, based on a recent interview on the Lang & O'Leary Exchange seems to be working well for them.
This contrasts with concert venues, which charge premiums for the more popular musical acts. Concert venues are less concerned with repeat business as profits are calculated after each show. Movie houses need repeat business in order to pay their enormous fixed costs, with profits calculated each quarter.