AMC Theatres to Coax Moviegoers Into Undesirable Front-Row Seats With Cheaper Prices

The AMC Theater Conglomerate is taking a new stance on ticket pricing, changing the cost of cinemagoers based on Standard, Prime and Value seating options. The change, which AMC will call Sightline, will be rolled out to all of the approximately 1,000 AMC Theater locations in the United States by the end of this year.

Pricing is based on a tiered system, starting at the front of the theater where seats during the theater cost less, are considered top spots, costs more.

Loud theater, Ticket prices for the most popular seats, known as the “Standard” tier, will continue to be sold at the “traditional price of a ticket”. The third tier, called the “Value” tier, costs the least and is in the front seats of the theater.

Eliot Hamlisch, AMC’s Chief Marketing Officer, said in a press release“Sightline at AMC aligns AMC’s seat pricing approach more closely with that of many other entertainment venues, offering experience-based pricing and another way for moviegoers to find value in the cinema.”

The Sightline at AMC initiative has already rolled out in select theaters in New York City, Chicago and Kansas City, but said seat prices for all show times only apply after 4 p.m

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The company said the tiered pricing doesn’t apply to Discount Tuesdays when all ticket prices are reduced to $5. A seating map will be available on both the AMC Theater website and app to allow customers to view and purchase tickets based on tiered prices.

AMC Theater did not immediately respond to Gizmodo’s request for comment.

AMC said in the press release that the new seat prices “provide multiple options for AMC moviegoers to meet their viewing habits. AMC also offers customers an incentive to sign up for the MoviePass subscription called Stubs A-List, which allows members to purchase “preferred” seats at no additional charge.

“While every seat at AMC offers an amazing cinematic experience, we know that there are some moviegoers who prioritize their specific seat and others who value cinema attendance,” Hamslisch said in the press release. “Sightline at AMC accommodates both sentiments to ensure our guests have more control over their experience so that every trip to AMC is great.”

AMC became the largest cinema Chain in the world in 2016 after buying Europe’s Odeon & UCI Cinemas for $1.2 billion and now operates 636 cinemas in eight countries.