Ticket-price concerns: revenue vs. accessibility.

OVER THE PAST FIVE YEARS, THE AVERAGE ticket price (including all discounts) for the 78 Trend Theatres rose from $20.81 to $25.58, a 13-percent increase over the rate of inflation. In the best-case scenario, a higher ticket price may bolster a theatre's earned income, but it also gives rise to concerns about price sensitivity and audience accessibility. Will patrons stop buying tickets if prices climb too high? And even if the market can bear higher ticket prices, will those elevated costs exclude patrons who can't afford them?

It turns out that a single strategy can help ...

Read the rest of this article with a Free Trial at HighBeam Research.