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.
It costs the same to run a movie no matter how many people watch it. At a time when few people come to begin with, lowering the price makes it more likely for more to come. The prices of concessions aren't lowered during matinées. If people save money on the admission, they are more likely to spring for concessions.