Major exhibitor AMC Theaters has announced it is adjusting its ticket pricing strategy so that sightlines will have an impact on price.
Much like with concerts, sporting events and the like, those attending cinemas after 4pm will be able to pay different prices based on their proximity to the movie screen within the auditorium.
Cinema sessions will be broken down into three sections. Standard sightline seats are the most common, encompassing much of the cinema and available for the traditional cost of a movie ticket.
Value Sightline tickets are the front-row seats and will cost less. Preferred Sightline seats are in the middle of the auditorium and will cost slightly more
Eliot Hamlisch, executive vp and CMO of AMC Theaters, says in a statement: “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.”
Sightline ticketing also brings AMC closer to event pricing typical of live entertainment events. The move begins this Friday at select AMC locations in New York, Chicago and Kansas City and will expand to all domestic AMC locations by the end of the year.
Source: THR
