I love the fact that they're screening these world class productions. But, much like digital music, or computer software, the marginal cost of screening should merely be the depreciation on the cameras (if they were not already being recorded for sale on DVD) and the cost of renting the theaters. Unless they believe that this is cannibalizing their live performance (and your #s show they're not), why are they charging $22/ ticket? Even a movie costs only $11. I wounder if they've done real price elasticity research
Shripriya
· 1 year ago
Yeah, I don't know why it is $22. Perhaps because a live ticket is a lot more? But I agree with you that this should be educational and customer acquisition focused instead of profit focused.
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Unless they believe that this is cannibalizing their live performance (and your #s show they're not), why are they charging $22/ ticket? Even a movie costs only $11. I wounder if they've done real price elasticity research