AMC Theaters Is Changing Its Pricing Strategy
AMC Theaters is changing one of its policies, and it may improve the way you see movies.
The cinema giant is abandoning its “Sightline” pricing strategy, which charged different prices for seats in different locations.
First announced last February, AMC’s policy involved charging higher prices for the best seats in the theaters, and lower prices for seats in the very front.
A New Strategy
Now, the company has announced that it will be ending the program in the coming weeks. Instead, AMC will try a new strategy to upgrade seats at the front of each auditorium. The area is considered the worst viewing experience.
“Beginning in late 2023, AMC will begin testing its newest seating concept,” the company said. “Large, comfortable lounge-style seating areas will allow guests to lay all the way back and relax. The angle of the seats will also make it more enjoyable to watch movies from these front row seats closest to the screen.”
While pricing was not announced for the new seating strategy, the company is taking lessons from the Sightline pilot. In their release, AMC noted that most consumers were willing to pay more for premium seats, but still avoided front-row seats even at cheaper prices.
Photo: Celluloid Junkie
Changing How Theaters Price Seats
AMC says that the company is pivoting away from the Sightline program “to ensure its ticket prices stay competitive.”
The Sightline program brought movie theater tickets in line with other entertainment including concerts and sporting events, which charge different prices depending on the seat.
Photo: Forbes
It also marked a new era for movie theaters. Now, it seems as if it’s back to the drawing board for AMC, as they cook up the future of cinemas.
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