Matinee prices for me or I wait for the DVD.
These are also subject to the same kind of fixed price points as regular priced movies and video games. The point is, there are prices the market generally comes to accept as "reasonable and standard" in everything. Movies, music, games, doctor's appointments, etc. Stick close to that price point and people will accept the cost as "that's what x costs". Start to exceed that level and you stand out as overpriced.