The people going to movies regularly are playing a different game.

The prices you see upfront like this are for "suckers". People who come in, don't think about price, and just pay whatever the cost is. McDonald's is like this now too.

People who are concerned about price though - they use the app, they get deals, and so forth. I've gone to movies and done the same thing - two tickets, two drinks, 1 popcorn and it was $30. This is because these movie theaters run "deals" all the time for this stuff.

You'll have to get used to this paradigm as it's the main way everything is priced now. There's not going to be a "one price for everyone" thing anymore. It's going to be dynamic and different pricing for everything.