Magnolia Pictures and the Green Film Co. are offering a “pay what you want” promotion for filmgoers in 10 cities for an advance look at “Freakonomics.”
The screenings offer will take place next Wednesday at Landmark Theatres in New York, Los Angeles, San Francisco, Washington, DC, Chicago, Boston, Dallas, Philadelphia, Denver and Seattle.
Tickets are being exclusively sold online through MovieTickets.com. Filmgoers can choose a price between no money at all up to $100 upon completion of a questionnaire.
The film, based on the book by Stephen Dubner and Steven Levitt, will open nationwide Oct. 1.
Magnolia said the data will be collected anonymously and analyzed by Dubner and Levitt to identify what factors and circumstances prompt movie-goers to pay more or less for their screening tickets. The book includes an experiment in which the authors analyzed how people interact with a weekly, pay-what-you-want bagel delivery service.
“The pay-what-you-want screening represents a fun and engaging way to illustrate the underlying premise of Freakonomics — the application of economics and incentives-based thinking to everyday situations to uncover surprising and sometimes controversial conclusions,” said producer Chad Troutwine.
Directors on the film include Rachel Grady and Heidi Ewing (“Jesus Camp”), Alex Gibney (“Enron: The Smartest Guys in the Room”), Morgan Spurlock (“Super Size Me”), Eugene Jarecki (“Why We Fight”) and Seth Gordon (“The King of Kong”).