“Under an ‘alternative pricing model’ the company will pilot in several markets in 2018, Regal [Cinemas] will charge more for tickets to movies people want to see, and less for under-attended flops. … The thinking goes – especially in smaller markets where viewers don’t have other multiplex options – that customers will feel compelled to pay more to see a Marvel movie or Star Wars, the kind of experience audiences still flock to the theater for.” David Sims makes the case for why this won’t work for movies the way it does for Hamilton or airline tickets.