Regal Cinemas to test surge pricing for movies

Regal Entertainment is going to try demand-based pricing for movies at some of its theaters beginning in 2018.

You’ll pay higher ticket prices for hit movies and less for movies not considered a hit.

Regal is partnering with the online ticket service and app Atom tickets to test the program.

Movies playing at less popular times during the day would also cost less.

If successful, the new pricing could give theaters a much-needed boost officials report.

Shares of Regal, AMC, Cinemark and big screen operator IMAX have all fallen this year because of poor box office sales.