AMC to supply completely different ticket costs relying on seat location

AMC Theatres has launched a brand new pricing program, providing cheaper seats for film followers who don’t thoughts sitting within the entrance row, within the newest try to extend attendance and income after the COVID-19 pandemic.

The U.S.’ largest cinema circuit on Monday mentioned its new pricing initiative, referred to as “Sightline,” shall be expanded to all its home areas by yr finish, together with dine-in cinemas, after having already rolled out at some AMC theaters.

The worth of a “standard” seat within the auditorium isn’t altering.

But at showings after 4 p.m., so-called “value sightline” seats positioned within the entrance row of the auditorium shall be cheaper. The program excludes Tuesdays, when AMC runs one other low cost program. Only members of AMC’s Stubs loyalty program may have entry to the discounted seats.

Those who need the perfect seats should pay a premium. “Preferred” seats — usually in the midst of the auditorium — will price greater than the usual tickets, AMC mentioned. Exact pricing particulars weren’t disclosed.

The new pricing scheme is yet one more try by a serious film chain to lure patrons again into the theaters within the wake of the COVID-19 pandemic, whereas making extra money from probably the most enthusiastic moviegoers.

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It will not be the primary time theaters have toyed with pricing, primarily based on demand or discounting for specific teams, to extend turnout.

The Leawood, Kan.-based firm has additionally been experimenting with dynamic pricing, charging extra for well-liked movies, because it did with final yr’s Warner Bros.’ “The Batman.” Other main chains have additionally charged extra for blockbusters. AMC has additionally beforehand upped costs at a few of its theaters for weekend showtimes above weekday screenings, which are inclined to get decrease attendance.

Last week, AMC prolonged matinee ticket pricing to all screenings of “80 for Brady,” translating to reductions of round 25%, based on the Hollywood Reporter.

“We know there are some moviegoers who prioritize their specific seat and others who prioritize value moviegoing,” mentioned Eliot Hamlisch, chief advertising and marketing officer and govt vp at AMC Theatres, in a press release. “Sightline at AMC accommodates both sentiments to help ensure that our guests have more control over their experience.”