AMC Theatres has unveiled a new pricing program whereby seat location determines the cost of a movie ticket. Seats in the middle of the auditorium will cost a dollar or two more, while seats in the front row will be slightly cheaper.
AMC said the pricing plan, dubbed Sightline, has already been rolled out in some locations and, by the end of the year, will be in place at all domestic AMC theatres during showings after four p.m. Members of the chain’s subscription service, AMC Stubs, will pay less for the Sightline seats.
As movie theatres have attempted to recover from the pandemic, exhibitors have increasingly looked at more variable pricing methods. That’s included charging more for sought-after movies like The Batman in their first week of release.
Sightline AMC will have three tiers: Standard Sightline, Value Sightline, and Preferred Sightline. Standard will offer customers the most common seats in the auditorium at the same price as a standard ticket.
Value Sightline will include seats in the front row and select Americans with Disabilities Act seats within the auditorium. Value seats will be cheaper than Standard, but will only be available to AMC Stubs members, including the free tier membership.
Preferred will include seats in the middle of the auditorium at a premium rate. AMC Stubs A-List members can reserve Preferred seats at no additional charge.
Sightline AMC will launch in select AMC theatres this weekend in New York City, Kansas City, and Chicago. AMC will expand Sightline into more markets and cities by the end of 2023.