 Indeed, some films with major stars, such as "Gigli" (which starred the then-supercouple of Ben Affleck and Jennifer Lopez), have turned out to be box-office bombs, while low-budget films with unknown actors have become smash hits (e.g., "The Blair Witch Project").The demand for films is usually determined from ticket sale statistics after the movie is already out.Uniform pricing is therefore a strategy to cope with unpredictable demand.