AMC, the largest movie theater chain in the United States, announced a variable pricing method on Monday as film exhibitors try to recover after losing money during the pandemic.
AMC says it will charge more money for certain seats that are considered to be in a better location for film viewing in the theater.
For movie goers, their seat will determine the price of the ticket under the new plan. Seats located in the middle of the auditorium will incur a price increase of a dollar or two on top of the usual cost of the ticket.
Seats located in the front row would see a lower cost.
AMC is calling the pricing plan "Sightline" and says it has already been testing the model in some of its locations and plans to have the variable pricing method rolled out to all of its domestic locations by the end of the year during showings after 4 p.m.
In a news release, AMC provided the following details:
Sightline at AMC more closely aligns AMC’s approach to seat pricing with the experience-based options offered by other entertainment and event venues, and offers three different seat-pricing options:Theatres that offer Sightline at AMC will provide a detailed seat map that clearly outlines each seating option during the ticket purchase process online, on the AMC app, and at the box office. Sightline at AMC is applied to all showtimes that begin after 4 p.m. at participating locations and is not applicable on Discount Tuesdays.
- Standard Sightline – these seats are the most common in auditoriums and are available for the traditional cost of a ticket
- Value Sightline – these seats are in the front row of the auditorium, as well as select ADA seats in each auditorium, and are available at a lower price than Standard Sightline seats. Value Sightline pricing is only available to AMC Stubs members, including the free tier membership – AMC Insider.
- Preferred Sightline – these seats are typically in the middle of the auditorium and are priced at a slight premium to Standard Sightline seats. As an added benefit to AMC’s most loyal moviegoers, AMC Stubs A-List members may make reservations in the Preferred Sightline Section at no additional cost.
Eliot Hamlisch, AMC’s chief marketing officer said, “Sightline at AMC more closely aligns AMC’s seat pricing approach to that of many other entertainment venues, offering experience-based pricing and another way for moviegoers to find value at the movies."
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