Village Cinemas Has Cancelled Its Surge Pricing Trial

In a case of common sense prevailing — and, a cinema realising that charging more during peak times wasn't going to lure movie-goers in — Village Cinemas has cancelled their surge pricing trial on movie tickets.

The theatre chain issued news.com.au with a statement, advising "we were running pricing variation trials over the summer period which we appreciate may have caused angst and concern to our customers." The company continues, "we can now confirm that all pricing variation trials have been stopped effective immediately... Our goal is to ensure movie going remains as an affordable entertainment choice for our guests."

As first reported on Reddit, Village had been increasing ticket costs after 5pm on Fridays and Saturdays, to the tune of between 50 cents and $1 more per movie — and ramping up candy bar prices by between 30 cents and $1 per item as well. Yes, it's the same concept that Uber users hate during busy periods, on trial at multiplexes including Crown, Fountain Gate, Doncaster, Jam Factory, Southland and Werribee during the summer school holidays.

While the idea of variable movie ticket prices isn't new — student discounts, cheap Tuesdays and the like — charging more during peak cinema-going slots was never going to be well-received given that Aussie ticket costs rose 31 percent in the decade to 2016. And though Village Cinemas was ramping up the cost in popular periods, it wasn't decreasing them for slow sessions and times.

Via news.com.au