Over the last ten years, cinemas have faced rapidly-changing operating environments. With revenue more and more reliant on blockbusters, exhibitors need opportunities to capitalize on attendance surges for popular films while also ensuring a consistent stream of moviegoers outside big opening weekends.

Dynamic pricing, which allows the price of a ticket to be adjusted on the basis of how well a session is selling, is a simple and effective way of converting expected admissions into higher-than-usual margins.