AMC offers different ticket prices depending on the seat

AMC Theaters has introduced a new pricing program that offers lower-priced seating for movie fans who don’t mind a front-row seat to boost attendance and profits in the wake of the COVID-19 pandemic.

The US’s largest cinema chain announced Monday that its new pricing initiative, dubbed Sightline, will be extended to all domestic locations, including dine-in theaters, by the end of the year, after already rolling out at some AMC theaters.

The price for a “normal” seat in the auditorium does not change.

For screenings after 4:00 p.m., so-called “value line of sight” seats in the first row of the auditorium are cheaper. The program excludes Tuesdays when AMC is running another rebate program. Only members of AMC’s Stubs loyalty program have access to the discounted seats.

If you want the best seats, you have to pay a premium. “Preferred” seating — typically in the center of the auditorium — costs more than standard tickets, AMC said. Exact pricing details were not disclosed.

The new pricing scheme is another attempt by a major film chain to lure customers back to theaters in the wake of the COVID-19 pandemic, while also making more money from the most enthusiastic moviegoers.

It’s not the first time theaters have played with demand-based pricing or discounts for certain groups to increase turnout.

The Leawood, Kan.-based company has also experimented with dynamic pricing, charging more for popular movies like Warner Bros. did last year.’ “The Batman.” Other big chains charge more for blockbusters. AMC has also previously increased prices for weekend shows at some of its theaters over weekday shows, which tend to have lower attendances.

Last week, AMC extended matinee ticket prices to all screenings of 80 for Brady, resulting in discounts of around 25%, according to the Hollywood Reporter.

“We know that there are some moviegoers who prioritize their specific seat and others who value cinema attendance,” Eliot Hamlisch, chief marketing officer and executive vice president at AMC Theaters, said in a statement. “Sightline at AMC addresses both sentiments to ensure our guests have more control over their experience.”