While audiences rush back to theatres to catch “Avatar: The Way of Water” on pricey Imax screens, the head of Cineplex Inc. says he’s open to “experiments” with cheaper tickets for some movies if they might lure back people who are staying home.
Chief executive Ellis Jacob said Canada’s biggest movie chain is looking at “different pricing for different types of product,” which this month included a rare discount on tickets to “80 For Brady.” The comedy is aimed directly at senior citizens, a demographic that’s been reluctant to return to the movies.
“We want to be accommodating to our guests and we want to have the right pricing for the opportunity,” Jacob said on Tuesday as Cineplex reported its fourth-quarter results….