AMC Theatres scraps seat location-based pricing plan

AMC Theatres won’t proceed with the seat location-based pricing mannequin it has been testing.

The movie show chain stated Thursday it nixed plans to roll out its Sightline at AMC pricing plan to its theaters throughout the U.S. The small variety of areas the place AMC had been piloting the plan will quickly stop utilizing it as properly, in keeping with a press launch.

AMC stated it was doing so to “guarantee its ticket costs keep aggressive.”


Sightline by AMC had normal, worth and most popular seating choices, with the worth possibility costing a cheaper price for seats within the entrance row and the popular costing barely greater than normal for seats within the center for films beginning after 4 p.m. Solely those that are Stubs members had entry to the worth pricing.

Moviegoers attend the screening of “Shang-Chi and the Legend of the Ten Rings” at an AMC theater on Sept. 4, 2021, in Monterey Park, California. (Irfan Khan / Los Angeles Occasions through Getty Photos)

AMC stated it might as an alternative pursue “enhanced spacious entrance row seating with in depth seat recline ” for higher movie-watching from that part. Testing of that may kick off later within the 12 months, in keeping with the discharge.

A view of the AMC Theater at Occasions Sq. through the coronavirus pandemic on October 18, 2020 in New York Metropolis. (Photograph by Roy Rochlin/Getty Photos)

The pilot of Sightline by AMC plan dated again to February, when the movie show chain first revealed the deliberate technique.

“In inflationary occasions, prices rise, so costs rise. Underneath the previous system, our solely possibility was to lift costs on all seats,” AMC Leisure CEO Adam Aron had tweeted in regards to the plan just a few days after its unveiling. “Sightline lets us elevate costs solely on our hottest seats, however we are able to additionally maintain the road on normal seats & really reduce costs on Worth seats.”

By way of testing the pricing mannequin, AMC stated the cheaper seats within the entrance row of the theater noticed “little or no” rise in individuals selecting them. Moreover, when the costs for the spots included in AMC’s “most popular” zone have been upped barely, most individuals who picked them earlier than the mannequin was launched nonetheless did so, the corporate discovered.

AMC operates 10,500 screens in some 950 theaters around the globe.

AMC operates 10,500 screens in some 950 theaters around the globe. (Jeenah Moon / Bloomberg through Getty Photos / File / Getty Photos)

In the course of the firm’s quarterly earnings name in Could, Aron expressed optimism in regards to the 12 months for the film trade , although he did additionally say it was “not out of the woods but.”


“The field workplace , whereas elevated, just isn’t but again at 2019 ranges,” he stated. “As I beforehand indicated that I consider COVID can be a five-year detour for the film trade, we simply began the fourth 12 months in our ramp-up to eventual normality, however we’re certainly on an bettering ramp.”

Aron additionally reported through the name that AMC’s theaters noticed greater than 47 million company within the quarter.

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