AMC, the largest theater chain in the United States, announced a variable pricing method on Monday as movie exhibitors try to recover after losing money during the pandemic.
AMC says it will charge more for certain seats, which are considered better places to watch a movie in the theatre.
For moviegoers, their seat will determine the ticket price under the new scheme. the seats is located between Tickets in the auditorium will increase in price by a dollar or two over the normal price.
Seats in the front row will cost less.
AMC is calling the pricing plan “Sightline” and says it is already testing the model in some of its locations and will introduce variable pricing at all of its domestic locations through the end of the year during displays after 4 p.m. Planning to start the method.
Eliot Hamlisch, AMC’s chief marketing officer, said, “Sightlines at AMC aligns AMC’s seat pricing approach more closely with many other entertainment venues, which offer experience-based pricing and offer more value to moviegoers. There’s another way to find value in movies.”
Will be a member of AMC’s “Stubbs A-List” able to access “Preferred” seating at no extra charge if they subscribe to the monthly program.
