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> So you set the price such that it maximizes total returns, and whatever attendance rate that is, is the "correct one"

I don't think it's that simple—they're not trying to maximize total returns on a single day, but total returns overall. How many people are in the park determines the kind of experience you have, which then determines if you're likely to come back. Plus all sorts of associated halo effects—if you enjoy your time at the park, then after you leave you're more likely to purchase Disney branded merchandise, watch Disney movies, and subscribe to their upcoming Disney+ streaming service.

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