In a theatrical move, AMC Theatres announced on Monday plans to charge more money for better seats.
The new plan would introduce sliding prices for its theaters, with more desirable seats being priced slightly higher –about a dollar or two more– than other seats that might not provide as good of a movie-going experience.
The new pricing plan is called “Sightline,” with seats in the middle of the theater primarily affected. The company explained, “Sightline at AMC provides moviegoers with seating selections based on their sightline of the movie screen within the auditorium, including seats in Value Sightline, Standard Sightline, and Preferred Sightline sections.”
This is not the first time that movie theaters have attempted to bounce back from the financial battering they took as a result of the COVID-19 pandemic. Some of their attempts to raise revenue have included charging higher prices during their initial release for movies that were considered more popular such as The Batman, reported NBC DFW.
Avatar: The Way of Water was one of the most popular movies of the year, and it cost around $16.50 for a ticket to its 3D screening.
Variety reported that AMC’s new prices will be launched in New York, Kansas City, and Chicago but will eventually be expanded to all locations in the country by the end of 2023.
“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,” Eliot Hamlisch, executive VP and CMO at AMC Theatres, said in a press release.
“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. Sightline at AMC accommodates both sentiments to help ensure that our guests have more control over their experience, so that every trip to an AMC is a great one,” he continued.
The new pricing applies to showtimes that begin after 4 p.m. on February 6.
Discount Tuesdays, where AMC Theatres sells tickets for $5, will not be affected by the new price scheme, the company said.
