AMC Theaters Ends Variable Pricing Primarily based on Seat Location

AMC Theaters is ending its Sightline pilot program that charged variable pricing based mostly on seat location, in accordance with The Hollywood Reporter.

The plan was supposed to provide moviegoers the choice to pay kind of for tickets relying on the place they selected to sit down and had rolled out at choose AMC areas in New York, Chicago, and Kansas Metropolis this previous February. It was purported to be applied in any respect home AMC areas earlier than the top of this yr. Nevertheless, the theater chain has reversed course and can exchange it with a brand new program upgrading the entrance row seats in every auditorium.

“Starting in late 2023, AMC will start testing its latest seating idea,” the corporate introduced. “Giant, comfy lounge model seating areas will enable visitors to put all the best way again and chill out. The angle of the seats may even make it extra fulfilling to observe films from these entrance row seats closest to the display screen.”

AMC has not revealed pricing for the brand new seats. In keeping with THR, AMC defined the pivot by saying it needed “to make sure its ticket costs keep aggressive.”

Underneath the Sightline plan, entrance row (or Worth Sightline) seats have been priced at a decrease value than different seats. The very best-priced possibility, often known as Most popular Sightline seats, have been these situated within the center, whereas “the commonest” — or Customary Sightline — seats have been out there on the authentic value of the ticket. The transfer was supposed to place film ticket pricing in step with different areas of leisure, resembling live shows and festivals, the place followers have the choice to pay extra for higher entry.

Nevertheless, the location-based pricing obtained criticism for impacting people who aren’t in a position to afford higher seats. “The movie show is and at all times has been a sacred democratic house for all,” actor Elijah Wooden stated in February. “This new initiative by AMC Theatres would basically penalize folks for decrease revenue and reward for larger revenue.”