AMC Theaters is introducing tiered seating prices
AMC Theaters calls this “experiential pricing.” Some may call this another reason to wait for a good place at home.
AMC Theaters, the largest US theater chain, has announced Sightline at AMC, a program that increases ticket prices based on seat location and proximity to the screen. Put another way: If you want to sit in the middle, it’s going to cost you an extra dollar or two.
The initiative will begin on February 10, just in time for “Magic Mike’s Last Dance” and other major releases at select AMC locations in New York, Chicago and Kansas City. An AMC spokesperson confirmed that all AMC Theaters locations with reserved seating will follow suit by the end of the year.
The initiative has three pricing tiers. Standard Sightline is described as “seats that are most common in auditoriums and available for the regular ticket price.” For those who like to sit in the front row, you’re in luck: It’s eligible for Value Sightline, which are “seats in the front row of the auditorium, as well as select ADA seats in each auditorium, and are available at a lower price than regular sightline seats. ” Additionally, a minimum free AMC Stubs membership is required.
The reason for the program is the premium-priced Preferred Sightline, which are coveted seats “in the center of the auditorium and are priced at a premium over regular sightline seats.” If you are a paying AMC Stubs A-List member (cost: $19.95-$24.95 per month), you can reserve the Preferred Sightline Section at no additional cost. For everyone else, it’s an additional $1-$2, depending.
The system is already working. If you haven’t bought tickets to “Ant-Man and the Wasp: Quantumania,” Preferred Sightline seats are $2 more.
“Sightline better than AMC aligns AMC’s seating pricing approach with that of many other entertainment venues, offering experience-based pricing for moviegoers to find value in the theater,” said Eliot Hamlisch, executive vice president and CMO, AMC Theatres. press statement. “While every seat at AMC offers an amazing movie theater experience, we know that there are moviegoers who prefer their own seats and others who prefer a value movie experience. Sightline at AMC uses both senses to ensure our guests are more in control of their experience, making every trip to AMC a great experience.”
This AMC seat fee is in addition to the “convenience fees” associated with advance ticket purchases. In New York, that would raise an opening weekend New York “Ant-Man” Preferred ticket purchased through AMC to $26.98.
Theaters that offer Sightline at AMC provide a detailed seat map that outlines each seat during the online ticketing process, in the AMC app and at the box office. Sightline at AMC is valid for all showtimes that begin after 4pm at participating locations. AMC’s Sale Tuesdays, when all movie tickets are reduced to $5, do not include Sightline in AMC seating prices.
This new AMC Theaters program comes on the heels of the return of MoviePass, which is currently unaffiliated with AMC. Discount Ticket Membership MoviePass started with a waiting list for beta testing with another three tiers, including $10, $20 and $30 monthly memberships at select participating theaters and a set amount of movies.
Tom Brueggemann contributed to this report.
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