A research firm finding concluded that the price elasticity of demand for movie tickets is elastic in the afternoon but inelastic in the evenings. Given this information, to increase overall revenue the theater owners should:

Select one:

a. Increase the ticket prices for the afternoon shows and reduce the ticket prices for the evening shows

b. Increase the ticket prices for the afternoon shows and increase the ticket prices for the evening shows

c. Reduce the ticket prices for the afternoon shows and reduce the ticket prices for the evening shows

d. Reduce the ticket prices for the afternoon shows and increase the ticket prices for the evening shows