James Dolan
Analyst · LightShed Partners
Well, I think we started off, David, pretty conservative. But with all those factors, a number of shows, capacity, et cetera, we're starting to explore, expanding the -- look, the thing about the Sphere Experience is that the margin on it is really, really high because you've already invested obviously, in the building, you've already invested in the content, the creation of the content, the actual cost of running the Experience is very, very low.
So the -- so we're trying to obviously maximize out the number of customers that come in. What they were -- I think we priced low to start off with, right? So I think there's probably some pricing flexibility in that. But the marketing is also -- we're just -- we're really still learning about that. The Las Vegas market is -- I mean it was a perfect market for us to open it, right? Because it has an ever regenerating marketplace of customers, right? They're up to like 50 million people come through that market every year.
And so our ability to reach those people right, the -- and sell the ticket and interest them in our products, that we're still refining. So I think there's upside both in all those parameters, marketing, number of shows, price per show, price per ticket, et cetera. Those are the things that we're studying heavily now, and I expect to see improvement.