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Why are Fathom events sometimes priced differently than a regular movie ticket?

Q:

Why are Fathom events sometimes priced differently than a regular movie ticket?

A:

Given the exclusive nature of Fathom Events, coupled with significant production and satellite transmission costs associated with these events, Fathom Events prices its events in order to offer consumers the best value for their entertainment dollar. Prices may vary from location to location as final event prices are determined by each participating theater.

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