Over the weekend, discounted tickets through Groupon helped The Lincoln Lawyer‘s box office numbers, which once again draws the question of ticket prices back into the forefront. It’s no secret that ticket prices are a cause for concern for both movie fans (like us) who feel hoodwinked by inflated prices of admission and movie studios who, despite record-breaking years recently, still want to make more money. Since lowering prices wholesale is apparently not an option, another solution has to be found, and Steve Zeitchik over at the LA Times gives about as smart and in-depth an exploration of flexible ticket pricing as you could hope for. Just like hotels and airfare, the movies that aren’t popular become cheaper while the huge hype of blockbusters comes with a bigger price tag. While a movie like Limitless starts to sell out, the prices go up, but as ticket sales for Paul stay low, the price drops. It’s almost as simple as that.