This technically should be in the box office thread but I need something to start off a new thread
http://deadline.com/2017/10/regal-plans-surge-pricing-movie-tests-2018-1202194773/
http://money.cnn.com/2017/10/26/media/regal-cinemas-dynamic-pricing/index.html
Regal theaters are going to start testing "Surge" Pricing in their theaters next year (or I guess the industry term is "dynamic pricing"
Basically - Blockbusters will be what we are paying now (let's just say roughly $15) while regular movies (clearly more like dramas, Oscar bait things, indie films, etc...) will like say $7
Also - Regal seems to be the ones trying the best to embrace the changing marketplace as they are working with that new Movie Pass service (while AMC is apparently suing Movie Pass)