Transcription
Who's the marketing director of Odon? When she first arrived, she'd go to the board with various sorts of behavioral suggestions. One of which being that you have standard seats in the cinema and you have premium seats. Okay?
If you want more people to order the premium seats, you should create super premium seats because now the premium seats are the one in the middle, which is disproportionately popular because of something called the Goldilocks effect. Okay?
And then it so turned out that the only place they could put super premium seats was actually by creating massive cabana-style daybeds right in the front of the cinema, in real estate which was previously completely unused. So not only do they have far more people booking premium seats, but they had a completely new source of revenue from a part of the cinema which was previously considered a dead zone.