Justice Pricing: Is it Really Justice or Just Plain Hate?

The attempt by a Victoria BC promoter to institute “justice pricing” for a movie series has attracted considerable attention, most of it hostile. The “Made You Look Media” company had decreed that to view their offering at the Roxy Theatre the “general admission price of $10 (would) be doubled to $20 for all white cisgender males.” Some labeled this move as a clumsy marketing ploy, a hoax to boost the visibility of an obscure film in a shabby downscale venue, but organizers insisted that it was a legitimate way to get the “highest earning group in Canada” to subsidize the tickets of those without the same purchasing power.