Don't get me wrong - it's good for you guys and good on ya for taking advantage of a cinema short-changing itself, but I just don't get it.
It's the same film.
So in a way, this "different prices for different films" already happens in the US - it's just a "different price for different times" thing.
Weird to me.
Some of us don't like going out at night, this, coupled with the cheaper admission fee, makes the matinee a better experience all around.
Simple, and not weird at all.