Yes, that’s true, of course, but you’re not going to sell much if you don’t promote the lineup that actually draws in the customers, would you?

I mean, before, all you had to do was walk past the movie theater to find out what was playing. Like many others, I walk past it very often, and I’ve often spotted a movie that interested me and then come back a few days later to watch it.

Now I have to actively check their website to find out what movies are currently playing, which I don’t do very often.

The theater operators must be fully aware of this—as well as of the fact that the food options they’re now exclusively promoting are so expensive that they’re more likely to deter potential visitors than attract them.

It’s as if an attractive tourist destination were to advertise overpriced tourist-trap restaurants instead of the sights that make the destination appealing in the first place—and that would at least make the inflated prices somewhat understandable.

That should be obvious to any marketer or, for that matter, the management in charge. Customers, of course, aren’t interested in which products yield the highest profit margin for the company, but rather in what they get for their money—after all, no one goes to the movies for the popcorn, but for the films themselves. I’d say anyone who doesn’t understand that is completely out of place in this business. The experience has to be the movie; everything else is just an afterthought.