Some ideas work, Some don't - but at least they were tried.

Last September Stagecoach took over the East Riding of Yorkshire Council tender for Monday to Saturday evening services 78 and 277 between Hull and Hedon. They introduced two significant improvements - extending most services beyond Hull Interchange to the Avenues area, and a later Saturday departure on route 277. From next week (Monday 1st August), the Avenues extensions no longer operate, so I guess that initiative wasn't a success. The later Saturday service remains however, but departing Ferensway in Hull City Centre at 0030 as opposed to 0020, operating 10 minutes later throughout.

It should be noted that East Riding of Yorkshire Council are currently consulting on withdrawing the evening 78/277 services, except for possibly the 1810 service 78 from Hull Interchange.