Making Financial Headlines · Page 8
Cosm makes the screen bigger and the ticket decision more immersive
· New York time
Cosm is expanding its library of immersive screenings as it pursues the premium moviegoing market. Its tickets range from $18 for a matinee to around $70 for prime seats or in-demand showings. The range illustrates the tradeoff behind premium entertainment. Customers can choose a lower-priced time or pay more for a sought-after experience, while the company tries to distinguish its offering from an ordinary trip to the movies. A more immersive presentation can be part of that distinction; the cost is part of the customer's decision too. The wider library matters because a venue needs more than impressive equipment. It also needs programming people want to see. At the same time, ticket prices vary by the screening and seat, so the top end of the range should not be mistaken for the cost of every visit. The company's business proposition depends on making the experience attractive enough for customers to choose it among other entertainment options. Moviegoing has always asked audiences to suspend disbelief. Premium moviegoing adds a preliminary exercise: deciding how much disbelief the budget can comfortably suspend. Cosm's proposition is that the event can feel bigger than a conventional screening. The ticket, meanwhile, ensures the evening's first immersive experience may be looking closely at the checkout page.
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