![]() ![]() The findings empirically answer the age-old question of whether it’s better to charge more for a primary product (in this case, the movie ticket) or a secondary product (the popcorn). By charging high prices on concessions, exhibition houses are able to keep ticket prices lower, which allows more people to enjoy the silver-screen experience. Research from Stanford GSB and the University of California, Santa Cruz suggests that there is a method to theaters’ madness-and one that in fact benefits the viewing public. Movie theaters are notorious for charging consumers top dollar for concession items such as popcorn, soda, and candy.
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