The experience of watching a movie in theaters isn't replicable. There's the large screen, the comfy chairs, surround-sound systems, and most importantly, the popcorn. Yet, movie theater concession are notoriously overpriced. Why? A study conducted by Stanford and UC Santa Cruz found that the strategy of pricing concessions high and keeping tickets low attracts more customers within a larger income range. By charging less to allow consumers to watch movies on a big screen, more people (especially those that are price-sensitive) are able to enjoy this experience. The movie ticket is a primary product in relation to a theater's profit model, and the snacks are secondary products: you don't have to buy concessions to enjoy a movie, but it certainly ups the overall experience. Most theaters rely heavily on concession sales to keep themselves afloat. Due to low revenues from tickets (a portion of the profits go to movie distributers), profits from the sales of popcorn an...
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