AMC is standing by its decision to charge a premium for tickets to The Batman.
As reported by Entertainment Weekly, the theater chain is currently experimenting with the idea of charging an additional fee for certain blockbuster movies, the first of which will be Warner Bros. Pictures' The Batman. For example, AMC movie goers in Los Angeles will have to pay an addition $1.50 USD over the usual ticket price to see the Caped Crusader's latest theatrical outing. In an earnings call with investors, AMC CEO Adam Aron defended the so-called "variable pricing," saying, "This is all quite novel in the United States, but actually, AMC has been doing it for years in our European theaters." Aron compared the new pricing model to concerts and sporting events, which charge more for higher profile events. "In Europe, we charge a premium for the best seats in the house, as do just about all other sellers of tickets in other industries — think sports events, concerts, and live theater, for example," Aron said.
AMC's experiment comes as the American theater industry continues to reel from the effects of years of declining ticket revenue, which was further exacerbated by the COVID-19 pandemic and the ensuing lockdowns and restrictions. Variable pricing has been discussed for several years within the movie industry as a way of compensating for the dip in theater attendance, but some have worried that the difference in prices will affect the perceived value of certain films, as movie-goers may begin to associate the lower priced tickets of non-blockbuster releases with lower quality.
Despite the criticisms, Aron believes the new variable pricing policy is a natural extension of many theaters' current business models, which charge less for early showings and more during the evenings and weekends. "AMC has been a bold thinker in the area of pricing," the CEO said, adding, "One who is willing to take risk, and one who is willing to lead, and one who sees considerable upside opportunity for us ahead if we continue to be imaginative."
The movie industry will definitely be watching to see if AMC's experiment pays off when The Batman premieres on March 4. The film was directed by Matt Reeves (Dawn of the Planet of the Apes) and stars Twilight and The Lighthouse star Robert Pattinson as Bruce Wayne/Batman, Zoe Kravitz (Mad Max: Fury Road) as Selena Kyle/Catwoman, Colin Farrell (True Detective) as The Penguin and Paul Dano (12 Years a Slave) as the Riddler.
Source: Entertainment Weekly