Dynamic pricing is now available at UCI cinemas across Germany after it completed its roll-out with Smart Pricer three months ahead of schedule.

In January, AMC Theatres-owned UCI entered into a five-year expansion of Smart Pricer’s airline-type dynamic pricing software to all of its 23 cinemas and 203 screens. AMC Theatres became the world’s largest exhibition company with the closing of its $1.2bn deal to buy UK-based Odeon and UCI Cinemas in 2016.

Berlin-based Smart Pricer specialises in bringing dynamic pricing to the cinema, entertainment and sports industries.

“The roll-out itself was an incredibly smooth process. I would like to thank the implementation team consisting of UCI, Smart Pricer and Compeso very much for the fantastic job they have done,” said Jens Heinze, managing director of UCI.

Claas Eimer, commercial director of UCI, added: “We are seeing good customer and employee acceptance. We look forward to improving the dynamic pricing model even further together with the Smart Pricer team.”

To optimise ticket prices in real time, the Smart Pricer software links with ticketing (POS) systems of cinemas, theatres and sports venues.

The exhibitors set the pricing rules in the web-interface, then the tool optimises prices automatically for every single show.

“With the new pricing system, we aim to create a true win-win for moviegoers, distributors and exhibitors. Moviegoers are rewarded for booking early with more attractive prices. Distributors and exhibitors raise their online sales and increase revenues,” said Christian Kluge and Harald Paulus, managing directors of Smart Pricer and Compeso.

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