Regal considering raising ticket prices for hit movies, lowering them for bombs | commercial appeal

Moviegoers could soon be paying more to see blockbuster movies and less for bombs.

Regal Entertainment Group, the Knoxville-based chain of movie theaters, announced last week it would begin testing demand-based pricing for films, according to Bloomberg News, which cited CEO Amy Miles’ quarterly call with analysts.

“Changes to the historical pricing structure have often been discussed but rarely tested in our industry, and we’re excited to learn even more about how pricing changes impact customer behavior,” Miles said on the call.

Miles did not say in which markets the company would test the new pricing strategy, including whether it would include Knoxville, where the company owns five theaters including its marquee cinema on Gay Street downtown.

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Regal considering raising ticket prices for hit movies, lowering them for bombs.