[mywittyname]

You're likely correct, they probably did some a/b-like testing to see how high they could raise concession prices before profits from concessions began to drop.

What I think they failed to look at was the long-term effects overpriced concessions had on the ticket sales. Concession prices have absolutely contributed to the long-term decline in ticket sales. I know lots of people that stopped going to movies because they knew their kids/SO would want that $15 drink and popcorn.

I only started going back when a theater that offered real food opened up. I won't pay $10 for a bucket of popcorn, but I'll definitely spend $15 on a decent burger.