But the price of drinks in nightclubs are so high precisely because they know you want/have to be there for other, social means (unless you're in one of the few

But the price of drinks in nightclubs are so high precisely because they know you want/have to be there for other, social means (unless you're in one of the few places that actually serves brilliant and justifiably-priced beverages). And, I would argue, that, analogously, that is the reason why cinemas have ridiculously priced concessions — because you go to the cinema on a date, or with friends, for a social occasion that causes you (or some people) to be willing to pay higher prices for their drinks and candy. Take, for example, going on a date, many partners may feel pressured under the social norm of not wanting to appear 'stingy' and will shell-out the $15 for a bag of popcorn and a Coke. If you wanted concessions independently of a cinema, then you likely have a fetish for over-priced junk food!