Marcus CEO On Balancing Movie Attendance, The Industry’s “North Star,” With Discounts That Ding Average Ticket Prices
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deadline.com“We in the theater business are really focused on attendance, because that drives so much other stuff,” said Greg Marcus, describing how initiatives like Discount Tuesday lure people off the couch and out to the movies.
But, he acknowledged, setting ticket prices is complex. “We are watching our pricing strategy very, very intently,” he told analysts on a call after earnings. “We really got pretty aggressive … with our pricing.
And so, we’re sort of triangulating. Trying to find the right price is something we learn in the hotel business that we apply to the theater business.
What’s the right price for the right person at the right time? That’s revenue management. And we continue to refine that.” Milwaukee-based Marcus Corp.
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