Coming soon to a cinema near you? Ticket prices shaped by demand
赶快来你家附近的电影院？票价由需求决定
Chances are that if you see just one film this year, you probably saw it already. The period between Christmas and Australia Day is typically the busiest and most competitive in our film calendar. But even when you arrive at a ticket counter at a quieter time of year you will usually pay the same price to see a film irrespective of its popularity, quality or budget size. Imagine if you could instead pay less to see films that are not in high demand?
如果你今年只看一部电影，你可能已经看过了。圣诞节和澳大利亚日之间的这段时间通常是我们电影日历上最繁忙、竞争最激烈的时期。但是，即使你在一年中的相对淡季抵达售票处，你通常也会花同样的价格去看一部电影，无论它的受欢迎程度、质量或预算大小。想象一下，如果你能花更少的钱去看需求不高的电影？
A new smart application means this will soon be a reality for some Australian consumers. Melbourne-based start up Choovie will launch a service offering demand-based ticket pricing to filmgoers at the end of March, with over 100 screens across metropolitan and regional venues in Victoria, NSW and ACT. One of the first cinema chains to take up this initiative is Dendy. More will follow.
一个新的智能应用程序意味着这将很快成为一些澳大利亚消费者的现实。总部位于墨尔本的初创公司Choovie将于3月底推出一项服务，为电影观众提供基于需求的票价，在维多利亚州、新南威尔士州和澳大利亚首都直辖区的大都市和地区场馆设有100多个屏幕。Dendy是最早采取这一举措的连锁影院之一，接下来还会有更多。
Choovie's app will allow consumers to decide, within parameters set by the cinemas, what price they pay to see a film. For example, if you don't want to pay more than $10 to see a particular title and are prepared to compromise on where and when you see it, the app will locate a suitable session for you.
Choovie的app将允许消费者在影院设定的参数范围内决定他们看电影的价格。例如，如果你不想花超过10美元来观看某个特定的主题，并且随时随地准备在观看时妥协，app会为你找到合适的电影。
The emergence of apps such as Choovie is likely to shake up the film industry by fundamentally changing our experience of going to the movies.
Choovie等app的出现可能会从根本上改变我们的观影体验，从而动摇电影业。
Dynamic (or demand) ticket pricing aims to change this.
动态（或需求）票价旨在改变这种情况。
So how does dynamic pricing work?
那么，动态定价是如何运作的呢？
Dynamic ticket pricing gives the consumer the ability to purchase film tickets at a wider range of prices. This depends on a number of demand variables, such as movie life cycle, time of day, day of the week, film title, venue, size of screen, actual bookings and so on. The number of seats in each price category for every film is based on demand conditions at the time of purchase.
动态票价使消费者能够以更广泛的价格购买电影票。这取决于许多需求变量，如电影生命周期、一天中的时间、一周中的哪一天、电影名称、场地、屏幕大小、实际预订等。每部电影在每个价格类别中的座位数量取决于购买时的需求条件。
It works by using "pricing bots", which adjust prices in real time according to rules set by the exhibitor and on the basis of information gathered about consumer preferences. Uber's "surge pricing" is one example of dynamic pricing.Airline tickets are another.
它通过使用“定价机器人”工作，根据参展商制定的规则和收集的消费者偏好信息实时调整价格。优步的“激增定价”是动态定价的一个例子，机票则是另一个例子。
The idea is that instead of offering customers a limited number of ticket categories, the cinema sells each seat based on the individual customer's willingness to pay. Patrons can choose screenings by specifying things such as the amount they are prepared to spend(say, under＄10), the location of the cinema (no more than 10 km from home), the time of day (any time after 2pm) and so on. Conversely, cinemagoers should also be prepared to pay higher prices for films that are close to selling out in popular sessions.
其想法是，影院不再为顾客提供数量有限的门票类别，而是根据顾客的付费意愿出售每个座位。观众可以通过指定他们准备花费的金额（比如10美元以下）、电影院的位置（离家不超过10公里）、一天中的时间（下午2点后的任何时间）等来选择放映。相反，影迷也应该准备为在热门时段即将售罄的电影支付更高的价格。
Dynamic pricing benefits cinemas by optimizing the price mix for every screening of every film. It gives them the flexibility to respond to unexpected fluctuations in demand and encouraging their patrons to pre-purchase seats.And it benefits customers by simplifying the process of finding cheaper cinema tickets and guaranteeing them a reserved seat.
动态定价通过优化每部电影的每次放映的价格组合，使影院受益。它使他们能够灵活应对需求的意外波动，并鼓励顾客预购座位。它还简化了寻找廉价电影票的过程，并保证他们有一个预定座位，从而使顾客受益。
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