Editor's note

Watching a new release film at a major cinema chain on a Saturday night can cost up to $25. Imagine if you could pay as little as $10 to see a film that was not in such high demand? This type of dynamic ticket pricing is already used by Uber and airlines, and as Deb Verhoeven and Bronwyn Coate write, it will soon be a reality for many Australian filmgoers.

The Melbourne-based start up Choovie will launch a service offering dynamic ticket pricing at over 100 screens across Victoria, ACT and NSW at the end of March. One of the first cinema chains to sign up for it is Dendy, they write, and more are set to follow.

Suzy Freeman-Greene

Arts and Culture Editor

Top story

Melbourne-based start up Choovie will launch a service offering demand based ticket pricing to filmgoers at the end of March. Lucky images/shutterstock

Coming soon to a cinema near you? Ticket prices shaped by demand

Deb Verhoeven, Deakin University; Bronwyn Coate, RMIT University

Imagine if you could pay less to see films that are less popular. Dynamic ticket pricing already happens in China – and it's about to start here in over 100 Australian cinemas.

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