AMC Theatres is following in the footsteps of concerts and sporting events by beginning to charge patrons for premium seating at their locations.
Per Variety, America's largest movie chain will be introducing Sightline at AMC, a new pricing scheme based on where you're seated in the auditorium. For movies after 4:00 p.m., moviegoers will have the option to pay more or less based on the Sightline seating they have chosen. Standard Sightline will be the most common of the seating choices and will come at the price of a standard movie ticket. Value Sightline will have customers paying less because it will be for seating in the front row while Preferred Sightline patrons will have spots typically in the middle of the auditorium that will cost a bit more than the standard seats.
AMC will begin its new pricing initiative on Friday at select locations in New York, Chicago and Kansas City. The plan is for the new seating pricing to be expanded to all domestic AMC locations by the end of the year, and the company believes that moviegoers will want to pay a little extra to get the perfect seat. Eliot Hamlish, executive VP and CMO at AMC Theatres said, "Sightline at AMC more closely aligns AMC's seat pricing approach to that of many other entertainment venues, offering experienced-based pricing and another way for moviegoers to find value at the movies. While every seat at AMC delivers an amazing moviegoing experience, we know there are some moviegoers who prioritize their specific seat and others who prioritize value moviegoing."
Ticket Prices at AMC
Sightline seating will not be available on Discount Tuesday when movie tickets are discounted to $5 for consumers. Participating theaters will also offer a detailed map that will clearly outline all the seating options when you purchase your ticket online, at the box office or on the AMC app. Sightline also gives moviegoers more incentive to sign up for the AMC Stubs A-List program because members can pay their regular monthly fee and have access to Preferred Sightline seating at no extra cost.
The new seating experience is designed to make going to the movies feel more like an event. Live theater, sporting events and concerts have used a similar method for pricing their seats, although Broadway shows tend to charge more for a spot in the front row. It's possible that other movie theaters will follow AMC's lead if the scheme proves successful. But the move could also prove controversial, as AMC found itself in hot water after charging more for tickets to The Batman in 2022 based on the film's appeal.
Source: Variety