Movie Ticket Discounts? Theater Owners Finally Budge on the Unthinkable

If American movie-theater owners have been super hardcore about one thing, it’s ticket prices. No matter what the Europeans and Canadians do, no matter how many startups try to hack into ticket pricing, exhibitors for years have refused to budge.

Until now.

The National Association of Theatre Owners (NATO) announced Tuesday that it’s launching an off-night ticket-discount experiment sometime this year. But rather than dive in, they’re carefully dipping a toe: Only one state, which hasn't yet been revealed, will host the program, and it will run only for a limited time.