This is really really reductive. There is a range of prices that people will pay, and the final ticket price is probably a a study of how long it would take to pay off a project with a range of demand levels. As a plus, advertising is more effective with more traffic, so lower prices to get more demand and offsetting that with ads could be worthwhile.

Now tbh, I have no idea if this is how it works. Just my own reasoning about things.