Honestly, if they built the cost into the ticket prices and can sell the same number of tickets, then it’s not the most hair-brained marketing idea. Feels desperate and I think it becomes hard to return to charging for concessions in the future after this doesn’t pan out — because it won’t.

I suspect they modeled out the economics based on concession sales, plus a multiplier, but people always underestimate the degree to which people simply cannot be reasonable and have to abuse the system just because it’s free.

My guess is they’ll limit availability in a “while supplies last” approach, and most concessions will routinely run out at halftime.