As I was watching the coming attractions a couple weeks ago in a local, independently owned movie theater, the owner popped in the back after The Post and shouted out if people wanted him to get that film. A resounding "Yes!" went up. Next came Phantom Thread. "Daniel Day Lewis, what do you think?" he blared. A less forceful but still clear "yes" sounded out.
"Are you asking the right questions?" asked Benny DiCecca, CEO, Wellesley Information Services, a division of UCG, speaking of the research and surveying his company does before creating events. "One question we weren't asking was, 'Are you willing to pay to go to an event to learn on this topic?' There is certain information that people would open up a checkbook and some people would not." Are people willing to travel, he added. What would they pay for?