There's no way I'm sitting in the front row and looking straight up. I
usually slip in way in back especially if the theater is crowded. And
I'm sure as hell not paying any more to sit in the center because their
prices are already ridiculous IMO.


AMC Theatres offers cheaper tickets for worse seats, while raising
prices for the middle
By Anousha Sakoui, Staff Writer
The Los Angeles Times
Feb. 6, 2023 9:54 AM PT

AMC Theatres has introduced a new pricing program, offering cheaper
seats for movie fans who don't mind sitting in the front row, in the
latest attempt to increase attendance and profits after the COVID-19
pandemic.

The U.S.' biggest cinema circuit on Monday said its new pricing
initiative, called "Sightline," will be expanded to all its domestic
locations by year end, including dine-in cinemas, after having already
rolled out at some AMC theaters.

The price of a "standard" seat in the auditorium isn't changing.

But at showings after 4 p.m., so-called "value sightline" seats located
in the front row of the auditorium will be cheaper. The program excludes Tuesdays, when AMC runs another discount program. Only members of AMC's
Stubs loyalty program will have access to the discounted seats.

Those who want the best seats will have to pay a premium. "Preferred"
seats -- typically in the middle of the auditorium -- will cost more
than the standard tickets, AMC said. Exact pricing details were not
disclosed.

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

It is not the first time theaters have toyed with pricing, based on
demand or discounting for particular groups, to increase turnout.

The Leawood, Kan.-based company also has been experimenting with dynamic pricing, charging more for popular films, as it did with last year's
Warner Bros.' "The Batman." Other major chains have charged more for blockbusters. AMC also previously upped prices for weekend showtimes at
some of its theaters above weekday shows, which tend to get lower
attendance.

Last week, AMC extended matinee ticket pricing to all screenings of "80
for Brady," translating to discounts of around 25%, according to the
Hollywood Reporter.

"We know there are some moviegoers who prioritize their specific seat
and others who prioritize value moviegoing," said Eliot Hamlisch, chief marketing officer and executive vice president at AMC Theatres, in a
statement. "Sightline at AMC accommodates both sentiments to help ensure
that our guests have more control over their experience."

-- Anousha Sakoui is an entertainment industry writer for the Los
Angeles Times, covering topics such as labor and litigation in Hollywood.

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