product. In particular, Cinemark increase the prices twice a year during their busiest time – before the summer begins and in late fall. Video on demand (VOD) on the same day as the movie premiere on the big screen can be a problem. It represents a threat to the livelihood, the audience may prefer staying at home, regardless of how appealing a movie in the theater is by being a larger screen, having the “best seat”, the sound system and the experience, the audience might be tempted to spend more money on watching a movie if its VOD. Instead of waiting a couple of months to rent it for 1-4$, they might be willing to spend 10-30 to see it in the comfort of their home. Although there are slight issues that take away from experiencing the