The problem with A/B testing is that people don’t like to fail.
So they test option A against option B, where both options are quite similar.
Blue boxes vs. green boxes. $199 vs. $205.
Why not spend some time on A/J testing instead?
Test radically different alternatives.
Test eliminating the entrance fee. Test increasing the price 400%. Test making the movie thirty minutes long, or five hours…
You won’t be surprised very often, but when you are, bingo.