Suppose walker publishing company is considering bringing out a new finance text whose projected revenues include some revenues that will be taken away from another of walker's books. the lost sales on the older book are a sunk cost and as such should not be considered in the analysis for the new book.

Which of the following is the best example of substitution? a. movie producers begin making more comedies because they cost less to make than action films. b. people walk out before the end of a movie because the acting and the plot are terrible. c. people at the movie theater switch from popcorn to candy because popcorn has gotten too expensive. d. more people begin going to matinee movies instead of night movies to save money on the tickets.