AMC Theatres recently faced backlash over its decision to begin charging moviegoers more money depending on their seat locations. Now, however, it looks like they’re going back on their decision.
This news will no doubt excite moviegoers. Especially since so many were upset by their decision. As noted by Variety, who shared the news, the initial announcement called the plan “Sightline at AMC.” The cancelled initiative was described as follows:
“The proposed system, which was announced in February, involved customers paying a few extra dollars for prime middle seats with an unobstructed view and saving a few bucks to sit in the front row.”
Though social media was rather vocal about the idea. Now, due to the lack of interest, AMC Theatres has declared they won’t be moving forward with the plan. Here’s what was shared:
“After conducting a pilot test program in select locations, the company announced it would ‘pivot away’ from Sightline at AMC because there wasn’t enough interest in the idea of offering a range of prices to sit in particular rows. In the study’s findings, customers were willing to pay more for premium seats but weren’t willing to subject themselves to the front row, even for a lower price.”
A press release further included the following statement:
“To ensure AMC’s ticket prices remain competitive, the Sightline at AMC pilot program will come to an end at participating locations in the coming weeks, and the initiative will not roll out nationwide,” the press release states.
For better or worse, however, AMC Theatres is still experimenting with different seating concepts. At the very least, though, one can hope they continue listening to moviegoers for the best possible results.
“AMC is applying its learnings as it pivots to its next innovation — enhanced spacious front row seating with extensive seat recline,” the statement concludes. “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.”
As such, we’ll have to see what happens going forward. Hopefully AMC Theatres does what it takes to remain an enjoyable chain and one that moviegoers can depend on. Stay tuned to ScreenGeek for any additional updates as we have them.