A major movie theater chain plans to charge more for hits and less for bombs in 2018

  • Regal Cinemas will start "dynamic pricing" in 2018.
  • This is on the heels of a 12% revenue drop from last year.
  • Regal won't share revenue with MoviePass.

The idea of theater chains offering different ticket prices for different movies has been kicked around for years.

It's the age-old question: Would you be more willing to go to the movies to see something that's a dumpster fire if the ticket were dirt cheap?

Forbes: World's highest-paid actors, 2017

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Forbes: World's Highest-Paid Actors 2017
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Forbes: World's Highest-Paid Actors 2017
Mark Ruffalo: $13 million
Chris Pratt: $17 million
Chris Evans: $18 million
Jeremy Renner: $19 million
Matt Damon: $21 million
Ryan Reynolds: $21.5 million
Ryan Gosling: $29 million
Samuel L. Jackson: $30.5 million
Tom Hanks: $31 million
Chris Hemsworth: $31.5 million
Akshay Kumar: $35.5 million
Salman Khan: $37 million
Shah Rukh Khan: $38 million
Tom Cruise: $43 million
Robert Downey Jr.: $48 million
Jackie Chan: $49 million
Adam Sandler: $50.5 million
Vin Diesel: $54.5 million
Dwayne Johnson: $65 million
Mark Wahlberg: $68 million
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And now it looks like "dynamic pricing" is going to be put to the test. 

Regal Cinemas, one of the largest theater chains in the country, announced on Tuesday that it will test the concept in 2018 by charging higher prices for hit movies, and lower prices for flops. 

“Changes to the historical pricing structure have often been discussed but rarely tested in our industry, and we’re excited to learn even more about how pricing changes impact customer behavior,” Amy Miles, CEO of Regal, said Tuesday on a call with analysts, according to Bloomberg.

It's a model movie ticket app Atom Tickets has been lobbying theaters to try out. 

The big question, though, in how far the "dynamic pricing" will go. What will constitute as a bomb? A big budget studio movie that doesn't perform well, like Warner Bros.' "Geostorm?" Or an independent film that will likely be seen by more people on streaming services than in theaters?

Regal could potentially see empty seats in its theaters for both types of movies, but should an indie suffer if it's not bringing in a mass audience?

Business Insider contacted Regal for some answers but did not get an immediate response. 

It's obvious that movie theater chains have to start thinking outside the box. 

Regal reported on Tuesday that its revenue dropped 12% from a year earlier, to $716 million. A major reason is that many movies have performed poorly in the last year, adding to pressure from great content on TV and streaming. 

Another hoped "game changer" to the movie business is MoviePass, the service that allows one-a-day admission to theaters for $10 a month. However, Miles also said in the call on Tuesday that Regal won't be sharing revenue with MoviePass.

RELATED: 7 inspirational movies for aspiring entrepreneurs 

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Inspirational movies for entrepreneurs
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Inspirational movies for entrepreneurs

The Social Network

Based on the true story of Facebook genius Mark Zuckerberg and his Harvard classmates and co-founders, this movie shows us how one idea can go from a thought in casual conversation to a world-dominating platform.

This film also brings to light the drama and behind-the-scenes tensions that arise when setting out to begin a new business or venture. We learn through Zuckerberg's faults in the movie that you must stay cognizant of your actions and the way that you treat people, or you may damage relationships with those closest to you. 

Photo credit: Facebook

Rocky

If this picture queues the iconic theme song to start playing in your head, you're not alone. Rocky is the ultimate underdog story, one that can inspire even the most experienced of entrepreneurs.

When being called up to fight world champion Apollo Creed, Rocky sees an opportunity and does everything he can to make the most of it.

Through physical strength, Rocky exemplifies true mental strength that has us all rooting for him and the people, quite literally, in his corner. 

Photo credit: Facebook

Jerry Maguire

In a classic awakening of the conscience, sports agent Jerry McGuire decides to write a letter to his entire company about how the hunger for deals and a profit are making it easy for everyone to lose sight of who they are.

This gets McGuire fired, and he must start his own business. With only one star football player under his management, McGuire learns what it really means to love what you do while still being able to sustain an income and sense of morality. 

Photo credit: Facebook

Forrest Gump

This classic has so much to teach us about believing in ourselves, believing in others, and how there is literally no one who can tell you what you're capable of doing other than yourself. 

As someone who's mentally disadvantaged, Forrest lives a life that's anything but limited and does it all with a smile. His determination is admirable, and at the very least, this movie will remind you to never give up on the things you want the most. Mental fortitude is the most important thing.

Photo credit: Facebook

Legally Blonde

Elle Woods is the girl you can't help but root for, right from the opening scene at the start of this movie. After getting her heart broken by her long-term boyfriend (whom she thought would soon be her fiancé), she learns that he'll be attending Harvard Law school in the fall.

Determined to both get him back and prove to him she's more than just a dumb blonde, Elle works harder than she's ever worked before (with the help of everyone she knows and loves), gets accepted to Harvard and finds herself on the defendant side of a high profile court case that forever changes her life and career.

Elle teaches us how to pool our resources and connections to get to our goals. The film also reminds us about how important friends and family are to have as a support system when you're taking on an endeavor that most people expect you to fail at.

Plus, she shows us that the seemingly impossible can become possible if you're willing to smile through it (and maybe if you put on a little pink!)

Photo credit: Facebook

Charlotte's Web

A classic tale of friendship and trust, Charlotte's Web will always inevitably give you all the feels. It reminds us all that by being kind and by simply being someone's friend, you can make all the difference.

The people who find the most success and get to where they need to be are the people who care deeply for others and expect nothing in return.

The film, as does the novel, can make anyone see that the relationships we build along the way become the best investments that we make.

Photo credit: Facebook

The Intern 

This 2015 movie starring Robert DiNero and Anne Hathaway is feel-good film about a 70-year-old retiree named Ben Whittaker who, recently widowed, is looking to come out of retirement for something fun to do. When he sees a posting for am"senior internship", Ben believes he's the perfect fit.

Ben works under the owner of a fashion website (played by Hathaway) and the two form an incredible, honest bond. Their friendship shows that the most successful partnerships and ventures come from the most unexpected places. 

It's a nice reminder that hard work, positive mentality and kindness will always be in style, no matter how old or young you are. 

Photo credit: Facebook

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