Tyler Cowen quotes Ashok Rao,
Is the fact that I’m browsing on iTunes at all enough of an information signal to segregate the market?
I believe that this is the answer. If you go to a movie theater nowadays, that is as good as putting a sign on your forehead saying, “I have inelastic demand.” In a world where price discrimination explains everything, you can expect movie ticket pricing to err on the high side.
On the question of why there is not a price differential for higher quality movies, I have the following thoughts:
1. The best analysis of the economics of movies can be found in The Big Picture, by Edward J. Epstein. Pretty much everything I know about the topic I learned from reading that book.
2. One thing I took away from Epstein is that a lot the revenue that goes to the industry comes from tie-in sales (think Star Wars toys) and popcorn sales. The movie per se has more limited revenue potential.
3. Should better movies cost more because they are more expensive to make? Actually, the relationship between the amount spent making a movie and the quality of the movie is not terribly strong.
4. If you think that it should be the cost of distribution that drives the cost of movie tickets, then, well, the cost of showing a good movie is no higher than the cost of showing a bad movie.
5. From the theater’s point of view, it is perfectly rational not to charge a premium for good movies. The theater does better to increase popcorn sales by raising the quantity instead of trying to increase revenue per ticket by raising the price.
6. From the theater’s point of view, it is perfectly rational not to offer discount tickets for bad movies. Because the biggest cost of seeing a movie is opportunity cost, cutting the price is not going to induce many people to watch a movie they don’t want to see. Would you waste the time to go to a theater and watch a movie just because it was half price?