Theaters in one state soon will test a weekly discount on movie tickets, concessions or both to see whether they can drive up attendance on a weeknight. If the tests go well, the plan would expand to all states, says Patrick Corcoran, who is a vice president of National Association of Theatre Owners. At press time, the test state hadn’t been announced.
Theater owners could decide the type and amount of the discount. Corcoran alluded to “other countries where this is done” but didn’t provide more information, and we couldn’t confirm the existence of others. Corcoran says he can’t estimate what an average discount would be.