Movie Theater Chain Kills Uber-Style Surge Pricing After Internet Backlash | Gizmodo

An Australian movie theater chain said it has ended “dynamic pricing” trials on Wednesday after Redditors complained of “price gouging.” Last week, an anonymous user uploaded an internal memo from Village Cinemas describing concession stand increases during busy periods. After images of the memo circulated online, Village Cinemas announced that all pricing trials had been stopped—weeks before the scheduled end of the test period.

Essentially, dynamic pricing raised concession stand prices between 50 cents and a dollar after 5:00pm on Fridays and Saturdays, usually the theaters’ busiest nights. Redditors lambasted the practice, pointing out that this would only encourage more people to opt for a night-in streaming rather than a visit to a Village theater.

Read complete article here:

Movie Theater Chain Kills Uber-Style Surge Pricing After Internet Backlash.