The experience of going to the movies to see something you're excited to watch is an experience that's almost irreplaceable in modern culture. But during the pandemic, that feeling was taken away from us. As more theaters closed and streamers took over, the movie-going experience is largely retracted from what it once was.
Theaters have to make money to stay open. That's why AMC is going to try a new strategy: they're going to charge you more for the good seats.
Sightline is a new ticket pricing initiative by AMC theaters where moviegoers can choose to pay more or less based on their chosen seat location. Front-row seats will have a lower price, while seats in the middle will have a higher price.
The initiative will start in select locations in New York, Chicago, and Kansas City and will be expanded to all AMC theaters in the US by the end of the year.
AMC theaters will offer three different seat pricing options under their Sightline initiative: Standard Sightline (traditional cost), Value Sightline (front row and select ADA seats at a lower cost, available only to AMC Stubs members), and Preferred Sightline (seats in the middle of the auditorium at a premium price, reservable for free by AMC Stubs A-List members).
Here's an important detail, too. It’s not applicable on Discount Tuesdays, where all movie tickets are $5.
Eliot Hamlisch, executive VP and CMO at AMC Theatres, said, “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 some moviegoers prioritize their specific seats and others prioritize value moviegoing. 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.”
This is a very interesting way to make sure you're capitalizing on people attending the theaters. It certainly will drive them toward the Stubs and A-list programs, so they don't have to worry about most of these pricing changes.
Hopefully, this encourages people to head to the theaters and enjoy their favorite movies on the big screen.