Anyone who has ever heard film industry veteran Chris Aronson speak at a conference knows he is a big proponent of lowering movie ticket prices. Paramount Picture’s President of Domestic Distribution has long felt that not all movies should be priced the same. Though studio’s are not legally permitted to set ticket prices, on their lates film, “80 For Brady,”Paramount is allowing certain North American exhibitors to extend matinee pricing for the entire day.

“80 For Brady” stars Sally Field, Jane Fonda, Rita Moreno and Lily Tomlin as four octogenarian friends who set out to attend the 2017 Super Bowl in order to meet their football hero, New England Patriots quarterback Tom Brady. Paramount provided data to exhibitors showing them how older consumers are always looking for a good deal, pointing to the box office earned by releases aimed at adults such as “Ticket to Paradise” and “A Man Called Otto” on Tuesdays, when many operators lower ticket prices.

Large chains in the territory, such as AMC, Regal, Cinemark, as well as mid-range circuits like Harkins, are participating in the scheme at a time when the industry is trying to figure out how to bring older moviegoers back to cinemas.