AMC Theaters is planning to change their ticket pricing based on seat locations, and middle seats may cost more by two dollars.
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The new pricing will occur on Friday at select AMC locations in New York, Chicago, and Kansas City. Additional cities will see the new price changes at domestic AMC locations by the year’s end, as Variety reported. Front-row seats will be available for a lower price, while at least two dollars will increase middle-seat pricing.
The seating options will be divided into Standard Sightline, Value Sightline, and Preferred Sightline. Standard Sightline is the “seats that are the most common in auditoriums and are available for the traditional cost of a ticket.” Value Sightline refers to “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 standard sightline seats.” However, Value Sightline pricing is only available to AMC Stubs members, as reported by Variety.
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The last option, Preferred Sightline, refers to the “seats in the middle of the auditorium and are priced at a premium to standard sightline seats.”
“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. 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,” said pricing and another way for moviegoers to find value at the movies,” said Eliot Hamlisch, executive VP, and CMO.
However, moviegoers were unhappy with the sudden changes as AMCs current system requires a seat reservation at a set price depending on the theatre they choose.
No fuller than most of the movies that I have viewed, one could choose from an entire theater since there was a limited attendance. So does once buy the cheap seat, then select the seat you want to sit in, and then move to it? Are they going to have seat monitors?
— sreiser918 (@sreiser918) February 6, 2023
Already costs $50 or more for 2 people to go to the movies and that’s with discounts, guess I won’t be going to the movies anymore if they raise prices even more
— kitchithebrave (@kitchithebrave1) 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
can you believe there are actually people in the comments defending amc for doing this lmao. because of course someone has to be pro-cooperation and pro-capitalism for the sake of being contrarian 🙄 https://t.co/bIGIg2LdxG
— britt 🚴🏼♀️🚣♀️ (@BritterDD) February 7, 2023