AMC Theaters is rolling out a new ticket pricing policy that will charge customers different rates to see the same movie depending on seat location.
The new initiative, the company said, will allow moviegoers to have “multiple options to suit their viewing preferences” and divides ticketing options into three categories: Standard Sightline, Value Sightline and Preferred Sightline.
Standard line of sight, the most common in auditoriums, will be available at the traditional price of a ticket, while value line of sight seats will be sold in the front row of the auditorium, as well as some accessible seats. disabled in each auditorium, at a reduced rate. Preferred Sightline seats will be available for purchase in the middle section of the auditorium at a premium price, which the company says will be an “additional perk for AMC’s most loyal moviegoers, AMC Stubs members.” A-List”.
The various ticket price options will start with films starting after 4 p.m., the company said, and have already been implemented in a number of markets.
“Sightline at AMC aligns AMC’s seat pricing approach more closely with that of many other entertainment venues, providing experience-based pricing and another way for moviegoers to find value at the movies,” said Eliot Hamlisch, executive vice president of AMC Theaters. “While every seat at AMC offers an incredible cinematic experience, we know that some moviegoers prioritize their specific seat and others who prioritize value movies.”
The move comes as all movie companies and movie theaters grapple with competition from movie streamers like Netflix, Hulu and other online entertainment providers.