Just ahead of Spider-Man: No Way Home swinging into cinemas last December, US opening night tickets for Sony’s franchise reboot were reportedly available on eBay for thousands of dollars above face value. No wonder, then, that a few North American cinema operators saw a chance to bump up ticket prices for the film’s first weekend showings. Or that they repeated the experiment three months later for the release of Warner Bros’ The Batman, another superhero event movie tapping into pent-up demand for big-screen viewings as the pandemic waned.
Source: Will cinemas embrace variable pricing? | Features | Screen