AMC Theater Chain to Stop Charging for Better Seats
AMC is abandoning plans to charge more for movie seats depending on their location. But higher prices for center-middle seats at theaters where AMC has been testing the concept will remain in effect this weekend, when “Barbie” and “Oppenheimer” are expected to draw significant crowds.
AMC Entertainment, the world’s largest theater chain, said on Thursday that it would “pivot away” from a contentious initiative called Sightline, in which seats at evening screenings had three tiers of pricing, ending the long-held cinema custom of charging the same amount for any seat in a theater. (Discounts of $1 to $2 were offered for the neck-craning front row, increases of $1 to $2 for the center-middle and the status quo for the rest.)
The concept was rolled out in March at theaters in New York, Illinois and Kansas to howls of protest from some moviegoers. AMC always labeled it as a test.
The experiment will end sometime in August, an AMC spokesman said. But the company plans to start a new trial involving front-row seats, which often go unsold. Later this year, AMC said it would pull out traditional front-row seats and replace them with “large, comfortable, lounge-style seating areas that will allow guests to lay all the way back.”
Source: The New York Times
