AMC Theatres has been doing its best to keep the theatrical experience alive. Now, however, major changes are happening for the theater chain. Specifically, it looks like AMC Theatres will begin setting their movie ticket prices based on seat locations.
This new change was revealed via THR. As they’ve noted, AMC Theatres is “following music concerts, sporting events and other entertainment venues in setting its ticket pricing strategy to sightlines for seating selections.” This should no doubt be an interesting experiment for the theater chain.
As further explained:
“AMC patrons attending cinemas after 4 p.m. will be able to pay different prices based on their proximity to the movie screen within the auditorium.
“That will put seats in Value Sightline, Standard Sightline, and Preferred Sightline sections. Standard sightline seats will be the most common in auditoriums and available for the traditional cost of a movie ticket.”
Additionally, they note that patrons will be paying less for front row seats via value sightline tickets. At the same time, preferred sightline tickets are going to be typically located in the middle of the auditorium. These tickets will cost more than standard sightline seats.
Eliot Hamlisch, executive vp and CMO of AMC Theatres shared the following statement:
“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,” he concluded.
AMC has faced a considerable amount of backlash for the move:
Look, this is some classist shit from @AMCTheatres .
IMAX, 4DX, 3D, Screen X charging more makes sense since you’re getting the film in a new way.
BUT this is not the way.
Poor people, you sit in the poor section and you rich folks please move the velvet ropes around the… https://t.co/KkTgtDAPWC
— John Rocha aka The Outlaw Nation (@TheRochaSays) February 6, 2023
The movie theater is and always has been a sacred democratic space for all and this new initiative by @AMCTheatres would essentially penalize people for lower income and reward for higher income.
— Elijah Wood (@elijahwood) February 6, 2023
Paying for closer seats at a concert or play makes sense but doing it at the movies is absolutely batshit https://t.co/TiTRVE0nsE
— Jessica Derschowitz (@jessicasara) February 7, 2023
This is absurdly stupid & only creates unnecessary classism. @AMCTheatres clearly focused on squeezing new profits anywhere possible. Trying to get people back into theaters? Don’t penalize folks with less to spend. https://t.co/LTpm2ormn0
— Seth Green (@SethGreen) February 7, 2023
Please rethink this stance @AMCTheatres https://t.co/iQDPLSFahy
Deaf people need to be able to sit in a certain row with the caption reader and be able to see both the reader and the movie.
You’re pricing out disabled people this way and it’s BAD punishing them like this
— Kia Purity in 🧡💜 emetwol/azemet heck. (@kiapurity) February 7, 2023
I’m an @AMCTheatres A-List member. I saw 30+ movies at AMC theaters last year, and already 7 in 2023. And you know what? The vast majority of movies I’ve seen had 10-20 people in a theater that holds 150. They’re EMPTY.
But go on, shoot yourselves in the foot, AMC. https://t.co/5LXwGc84bZ
— Lauren Miller (@laurenm) February 7, 2023
Some pushed back against the backlash:
Wait till you hear about broadway theatres, concert venues, and just about every entertainment hall.
What they’re doing isn’t anything new.
— Brendan Noble (@BNoble4Life) February 7, 2023
I see suspected short sellers complaining about charging premiums for better seats in @AMCTheatres. Yet, its ok to do this on Broadway, Stadiums, Concerts, Airplanes. But theaters doing is unethical. Ya, ok your shorts are showing. #AMC #APE
— Lucky (@LuckyCordle) February 7, 2023
So kinda like any other play, show, or event. pic.twitter.com/LX0iVqGlhJ
— THuggins (@Daddy_Sauce) February 7, 2023
At a time when theaters are competing with streaming services to keep audiences’ attention – we’ll have to see just how well this new technique works out. But, as THR notes, AMC Theatres is “betting movie-goers will pay more for a better view of their favorite Hollywood titles, as do patrons of music and sporting events.” So only time will tell if their bet is correct.
Stay tuned to ScreenGeek for additional updates regarding AMC Theatres and their ticket prices as we have them.