IMAX VR at AMC - Insane Prices - Please help me understand the business strategy

I popped into an AMC theater recently and they had a setup for all these VR experiences, but then I looked at the price and it blew my mind:

Paranormal Activity: Lost Souls - 8 Minutes - $10

Eagle Flight - 10 Minutes - $10

Raising a Rukus - 12 Minutes - $10

Raw Data - 15 Minutes - $15

Sprint Vector - 15 Minutes - $12

The Mummy Prodigium Strike - 7 Minutes - $12

Life of Us - 8 Minutes - $10

John Wick: Chronicles - 10 Minutes - $12

Submitted September 28, 2017 at 07:30AM by ThrivingLight http://ift.tt/2hzmhXW