AMC Theatres Rolling Out Variable Pricing Based on Seat Location

AMC Theatres has begun pricing tickets based on the quality of the seats.

The movie exhibition company said in a Monday (Feb. 6) press release that with its new Sightline at AMC plan, there will be three tiers of pricing based on the moviegoer’s line of sight to the movie screen.

The pricing structure has been launched in select markets and is to expand to other locations by the end of 2023, according to the release.

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

This announcement comes about 11 months after it was reported that AMC would be testing a variable pricing model that might make some new releases cost more than other movies playing at the same time.

AMC has raised weekend prices above midweek prices in the past, and this is part of the same playbook, AMC Theatres CEO Adam Aron said in March 2022, adding that AMC is a “bold thinker” in terms of ticket pricing.

With the new Sightline at AMC arrangement, the most common seats will be available for the traditional cost of a ticket, seats in the front row of the auditorium will be offered at a lower price, and seats in the middle of the venue will cost slightly more than the standard price, according to the press release.

The pricing structure will apply to showtimes that begin at 4 p.m., will be offered only at participating locations and will not be applied on Discount Tuesday. Members of AMC’s A-List subscription program will have the premium waived when they buy a seat located in the highest-priced tier, the release said.

“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,” Hamlisch said in the release. “Sightline at AMC accommodates both sentiments to help ensure that our guests have more control over their experience, so that every trip to an AMC is a great one.”