Which controversial pricing strategy did major studios adopt in the 2010s that initially seemed counterintuitive but led to record box office revenues?

The film industry uses fascinating pricing strategies that balance art and commerce. From variable ticket pricing for different showtimes to premium formats like IMAX, studios and theaters must maximize revenue while keeping audiences engaged. This trivia explores a counterintuitive pricing phenomenon that changed how major studios approach their tentpole releases. Test your knowledge of the business side of Hollywood!

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Dynamic pricing that charged more for highly-anticipated films than for less popular releases
Simultaneous premium VOD release alongside theatrical debuts, creating two revenue streams
Concentrating tentpole releases in fewer, more expensive IMAX/premium format theaters
Moving major blockbusters away from summer to previously 'dead' months like February and October