The managing director of My Kori-Lima Movie Theatre Ltd has hired you as a consultant to advise

on the ticket pricing strategy. As a basis for your recommendations you consider historical ticket

sales data which seems to suggest the following ticket sales elasticities:

Own price elasticity = -0.05

Refreshment price elasticity = -0.12

Nairobi Population elasticity = +0.65

Advertising elasticity = +0.70

(a) The managing director is contemplating a moderate increase in ticket prices in order to increase revenue. Explain whether this is a good idea. (5 marks)

(b) The managing director is also contemplating a moderate increase in the advertising budget in order to increase revenue. Is this a good idea? Explain. (5 marks)

(c) How would you characterize the relationship between tickets and refreshments? (5 marks)

(d) If the population of Nairobi increased from 120,000 to 122,400 people in the next year, what would be the resulting impact on ticket demand? Assume all other factors are held constant.

(5 marks)

(Total: 20 marks)