Jagmohan Raju of the Wharton School said the pandemic has been an opportunity for some businesses to experiment with pricing changes. “Many [companies] had no choice but to try,” he said.
https://www.wsj.com/articles/would-ticket-holders-pay-25-if-they-got-unlimited-food-one-movie-theater-decided-to-find-out-11633080630 The Wall Street Journal