AMC Theaters revises ticket pricing as it struggles to keep businesses afloat

AMC Theaters is making some changes in how it prices its tickets and this was announced on Monday, Feb. 6. The largest movie theater chain in the United States said that its prices will now be based on the moviegoers’ seat location.

As per CNN Business, AMC Theaters has named its new ticket pricing initiative “Sightline at AMC” and it will be launched in all of its 1,000 movie houses by the end of this year. It will be posting three pricing tiers soon but definitely, the seats in the front would be cheaper compared to the middle seats which are always the most-coveted location.

The company said that the highest tier is called the “Preferred” and these are the seats in the middle of theaters. Their prices are expected to be slightly premium than the “Standard” tier which was described as “likely the most common choice” and will be sold for the usual cost of the theater tickets.

The third type is called “Value” and these are the seats in the front rows and will be cheaper than the “Standard.” There will be an added perk for loyal customers of AMC. The company said that all A-List members will be given the Preferred Sightline premium waived for all reservations.

It should be noted that Sightline at AMC is applied to all showtimes that start after 4 p.m. at participating locations. This is now applicable on Discount Tuesday at the theaters.

“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,” AMC Theatres’ executive vice president and chief marketing officer, Eliot Hamlisch, said in a press release.

He added, “While every seat at AMC delivers an amazing moviegoing experience, we know there are some moviegoers who prioritize their specific seat and others who prioritize value moviegoing. Sightline at AMC accommodates both sentiments to help ensure that our guests have more control over their experience so that every trip to an AMC is a great one.”