THEATER OWNERS TO TEST DISCOUNT DAYS

Tuesdays generally represent the worst day of the week at the box office, but Canadian theater owners have had a degree of success in lifting revenue on that day by offering discounts on tickets. Now, U.S. theaters are considering the possibility of following suit. Speaking to reporters at the CinemaCon trade show in Las Vegas on Tuesday, John Fithian, president of the National Association of Theatre Owners, said, “They have a discounted Tuesday in Canada that works extremely well, so we’re looking at testing that model also in the U.S.” He indicated that the discount will be tested initially in a single state. “We have a state in mind, but we don’t want it to be disclosed. The model isn’t fully developed,” he said.