Be sure to read it thoroughly, and take notes as needed so that you can take maximum advantage of the information being covered.

Here's how it all began…

One day, I noticed an interesting marketing concept. So, I sent my subscribers an interesting question. Here's what I sent to them...

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"If you had to sell popcorn, how much would you be able to charge for it?

Most of us would be willing to spend around one to two dollars on it. And I'm talking about a nice sized bag.

But, here's something interesting...

Movie theatres charge 3 to 6 dollars for their popcorn! And you don't even get nearly as much popcorn as you'd get elsewhere!

What's the deal? Is their popcorn "special?"

Not really. But they're still able to charge 2 to 3 times more than others and still have people buying in droves.

How are they doing it?? If you can answer that, I'll give you a special prize. :-) Just reply to this note with your answer. It doesn't have to be the right answer, as long as you stop to think about it."

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Within minutes of sending the email out, the responses started pouring in…

Some were extremely short and to the point, with statements like... "Because they can" or "It's the smell" or "Because people get hungry."

Yes, some people do get hungry and have to buy 'something.' But that's not the bulk of the buyers by any means. And...if they get hungry and are forced to pay the high prices, they mostly likely will not want to be caught in that situation again, will they?

And, yes, some do buy it because they can't resist the smell. But there's more to it than that.

Other answers said, "It's the perfect location" … "Supply and demand" … "Captive audience."

Another answer stated...

"Monopoly! You can't bring anything into the theatre and once you are in, there is no where else to purchase popcorn."

That's not necessarily a wrong answer. But, it does make one wonder... If they corner their customers in this way and charge them high prices, wouldn't most customers be either outraged not to buy, or at least not buy again, in the future?

The question that comes up is... why do they continue to buy it and pay these outrageous prices?

Another subscriber suggested...

"People don't go to see the movies everyday. So, they are willing to pay the high prices once per weekend."

Sure, that's possible. Although, I think at some point, they'd get tired of having to pay the high prices, wouldn't you say?

They can't be paying the high prices just because they 'have to.' It's gotta be because they 'want to.'

But, why would they want to, despite the outrageous prices? Could it be that price just isn't an issue in this case? Hmm…

One subscriber started a discussion in his office, and sent these responses...

"Some said it's because it's the only place you can get "Movie theatre" popcorn, some said because the taste or when they smell it - they have to have it.

Others said because they have to be eating something.

My thought is because they have the market trained. And, it didn't start with this generation...

Parents brought their kids to the movies and either by example or verbally trained the kids to buy popcorn at the movies - It's just what you do..."

Ahh... now we're getting somewhere. ;-)

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