Suppose a movie theater determines it can charge different prices to patrons who go to weekday matinees and people who attend evening and weekend shows . The movie theater’s goal is to increase total revenue. The price elasticity of demand for weekend and evening patrons is -0.50, and the price elasticity of demand for matinee moviegoers is -1.70. Based on the price elasticity of demand for each group of people, how should the movie theater adjust its prices?

increase the price of weekend and evening tickets

decrease the price of matinee tickets

Explanation:

If the price elasticity of demand is elastic, a small change in the price of movie tickets will cause a larger change in the quantity demanded. If the price elasticity of demand is inelastic, a large change in the price will cause a small change in the quantity demanded.

If the PED for weekend and evening patrons is inelastic, then the movie theater should increase the price of the weekend and evening tickets in order to increase total revenue. In this case, a 10% increase in price will result in a 5% decrease in sold tickets.

If the PED for matinee patrons is elastic, then the movie theater should decrease the price of the matinee tickets in order to increase total revenue. In this case, a 10% decrease in price will result in a 17% increase in sold tickets.

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