Why a Cinema Charges Three Different Prices for its Customers - Research Paper Example

Why a cinema charges three different prices for its s? It has been seen that a cinema has different prices when it comes to its tickets for the moviegoers. This is done so as to attract more and more people whilst remaining very close to their pockets. The cinema makes sure that the whole experience of watching a movie does not come about as a difficult one and that the viewers are able to frequent the cinema without any money related issues coming to the fore. More than anything else, the cinema owners and the management is playing its cards in a very able capacity since the emphasis is placed on getting the best possible mileage out of the tickets which are sold at the cinema gate. The cinemas of today as well as in the recent past have categorized the prices for these tickets because these cinema owners believe that a person can only pay according to his set limits. What this will mean is that a cinemagoer who cannot afford a price which is valued at more than he desires to watch a movie will be the loss of the cinema itself. The shows will go empty or with less people in the hall. It would however be a better idea to propose certain prices for the customers which will cater to their idea of their pockets being at the helm of watching movies. The three different price mechanisms are in place for the adults, the students and the seniors. Delving deep into the psychology of each of these customers, one finds out that the adults can afford the most expensive rates since they have good sources of earning on their part. The students usually receive pocket money from their parents and thus have to make-do with whatever amount they get. Thus their tickets are priced very low. Similarly the seniors (elderly people) are given compensation due to their long experience within their life times and also that they are aged and should be provided luxuries which are most closely associated with their needs, wants and requirements. The adults can usually watch many movies in a span of a week, a month or even within 2 months’ time. The children get to watch movies whenever they are permitted by their parents. However this is not the case with the seniors who seldom watch movies out of their homes. Therefore the incentives provided to the seniors as well as the young ones are justified in entirety. They must be given further compensatory facilities so that they can visit the cinemas even more. The basic aim of the cinema authorities is to make sure that their movie shows go filled with people and that there are no empty spaces at all within the halls. If they devise ways and means to attract new customers through these prices of tickets, there would surely be many customers who would want to visit more and more (Stevens 2006). This is a very basic understanding that one can receive at the hands of the cinema authorities and therefore proper guidance should be dedicated towards these regimes. Cinemas cannot work in seclusion and hence there is a requirement to be on the vanguard for creativity and innovation which is coming up more and more with the passage of time. The cinema authorities need to enact ways and means through which new customers can be attracted as well as the old ones being hooked for their entire life times. With regards to the economics of the action that is present here, one can understand that the cinema owners require competition both from their own cinemas as well as from the rival cinemas that are existent. The influx of home theaters and mini cinemas at home has provided them even more headache which they need to tackle with lowering down their cinema tickets’ prices. This is the need of the hour as they look to attract people towards their cinemas. There has been mushroom growth in both horizontal as well as vertical fashion, and one must understand the dictum that the cinema owners and related authorities have devised with the passage of time. The lowering down of prices with regards to the different age brackets is important as there is a need to suit the pockets of the people. If the young ones cannot afford paying more on a ticket, it is only understandable to incorporate such policies which will ask of them to pay less and hence experience the movie of their choice within the cinema. The competition will always be beneficial for all and sundry as there is a need to defy the rivalry which has come about with the passage of time. Watching a movie in a cinema is a very enticing proposition for just about everyone. The chance to go to cinema and explore for one’s own self as to how a movie has been put up for display is an exhilarating aspect that the people derive on a consistent basis. It is only proper that the three different cinemagoer categories are given what they desire. Then only will these cinemas be able to function in a proper way. These cinemas would be thronged by viewers who want to watch different films on a regular basis. There is a need to understand and acknowledge this disposition and it must come about in a quick manner. The segmenting of the population on the basis of their respective age groups is an interesting and very practical step that the cinemas must continue to take along in the future. This will result in more and more people coming to these cinemas and hence the business will continue to prosper even further. More segmentation will mean more business in the long run and it is only natural to reap as much as the cinema authorities have envisaged for their own selves in the coming times. This is a wise step that the cinemas have adopted and must be as such in the future to build linkages and long term relationships with the people. References Stevens, K (2006). New Queer Cinema: A Critical Reader. Film Criticism, Vol. 31 Read More