AMC Theaters has struggled to keep their head above water in the post-pandemic era. Now that the pandemic is in the rearview mirror and 2023 has a slate of highly profitable upcoming films, the theater chain is changing its pricing policy, where your ticket price will depend on where you sit.
In a report issued by Variety, AMC Theaters is setting course with a new initiative called Sightline, which introduces the pricing of tickets varying from seat to seat. The Sightline initiative will first roll out in selected theaters in New York, Chicago, and Kansas, on Friday, followed by the rest of the US by the end of the year.
The Sightline initiative dictates three new types of seats. First, the Standard Sightline seats, offering the traditional pricing for the most common seats in the auditorium. Second, the Value Sightline seats, which will be located in the auditorium’s front row, and select ADA seats, are priced slightly lower than the Standard Sightline.
Lastly, the Preferred Sightline seats are reserved for premium moviegoers who want a seat in the middle of the auditorium, and their prices are considerably higher than the Standard Sightline seats. Although, AMC Stubs A-listers can reserve Preferred Sightline seats without any added cost.
The participating theaters will carry a detailed map of seating and the new pricing model, both on the AMC app and at the box office. According to Eliot Hamlisch, executive VP and CMO at AMC Theaters, “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.”
AMC Theaters’ big move to change the pricing model of its auditoriums may be wide since the theater market is gradually reviving after the drastic fall during the COVID-19 pandemic. We still don’t know how cinema enthusiasts will react to this new pricing method, but that will change soon enough, with many big films hitting theaters soon.
Source: Variety
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