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Magnolia Sets Pay-What-You-Want Ticket Price for ‘Freakonomics’

Unique screening program will allow moviegoers to pay anywhere from nothing to $100 to film adaptation of best-seller

Adopting an innovative pricing structure that might make for a fitting chapter in the source material, Magnolia and the Green Film Company are letting patrons choose how much they want to pay to see the upcoming film adaptation of "Freakonomics."

The film about incentive-based economics officially debuts Oct. 1, but Landmark Theatres patrons in New York, Los Angeles, San Francisco, Washington, D.C., Chicago, Boston, Dallas, Philadelphia, Denver and Seattle will have a chance to preview it on Sept. 22, paying anywhere from nothing to $100 when the purchase admissions on Movietickets.com.

While the pricing model is unique to the film business, it isn't entirely unprecedented — rock band Radio Head, for example, released its 2007 album "In Rainbows" with a pay-what-you-will model and claims it made out with roughly as much revenue as it would have had a standard list price been adopted.