It is easy to look at the cost of a ticket and feel that having paid a premium to watch a movie at the box office it then seems unfair to pay higher than retail prices at the snack bar. However, the reality is that it is concessions sales that keeps cinemas in business - it is this that pays for the projection upgrades, the staff and even the heating. For each ticket that is sold there is a film rental, which varies enormously from one movie to the next, and depends also on the cinema, studio and age of the movie. However, it is typical for cinemas to pay 60% of the box office price directly to the distributors. For this reason a $10 ticket might only be $9 net (after tax), and then $3.60 after paying the studios $5.40 for the movie.