Increasingly, exhibitors are offering improved experiences to moviegoers. Additional enticements such as secret sneak peeks, special ticket vouchers, event gifting, and collectible merchandise provide cinemas with important promotional tools.

With patrons willing to pay more for a better level of experience and increased convenience,
adding surcharges for these offerings provide a widely accepted method of ensuring return on investment and recouping costs.

Strong competition for attendance means every offering must be priced competitively
to attract moviegoers, and prices often need to change week on week. The overhead of maintaining prices on multiple sales channels and providing premium services can be significant.