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Regal Cinemas Plan May Let You Pay Less for Flops, More for Hits

  • CEO Amy Miles will try out new strategies in early 2018
  • Company won’t partner with MoviePass subscription service
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Regal Cinemas Plans to Test Demand-Based Pricing

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Regal Entertainment Group is testing demand-based pricing for films, potentially leading to higher prices for top hits and low prices for flops, a big change for an industry that typically uses a one-size-fits-all approach.

Working with app maker Atom Tickets LLC, which has lobbied theaters to try dynamic pricing, Regal plans to test the concept in early 2018 and see if it boosts revenue and fills more seats at non-peak times.