AMC Theatres is set to begin charging varied pricing on its seat locations within its auditoriums, based on audiences’ preferred sightline to the screen. The country’s largest exhibition chain is rolling out its new ticket pricing initiative, Sightline at AMC, across America throughout the year, Variety is reporting.
Similar to music concerts, sporting events and Broadway plays, moviegoers at AMC Theaters will now have the option to pay varied prices for admission depending on where they choose to sit in the venue. As a result, front row seats will be available at a lower price, while seats in the middle of the theater will be available at a higher price.
The initiative Sightline at AMC will begin on Friday at select AMC locations in New York, Chicago and Kansas City. Sightline at AMC will then expand to all domestic AMC locations by the end of the year.
There will be three different seat-pricing options as part of Sightline at AMC. The first is Standard Sightline, which are the seats that are the most common in auditoriums and are available for the traditional cost of a ticket.
The next tier is Value Sightline, which include front row, as well as select ADA, seats in each auditorium. They’ll be available at a lower price than Standard Sightline seats. However, Value Sightline pricing is only available to AMC Stubs members, including the free tier membership.
The third option is Preferred Sightline, which are the seats in the middle of the auditorium and are priced at a premium to Standard Sightline seats. Those enrolled in the AMC Stubs A-List program will be able to reserve seats in the Preferred Sightline Section at no additional cost to their membership fee.
Theaters that offer Sightline at AMC will share audience members a detailed seat map that outlines each seating option during the ticket purchase process online, on the AMC app and at the box office.
Sightline at AMC is applied to all showtimes that begin after 4 p.m. at participating locations. It’s not applicable on Discount Tuesdays, when all movie tickets are discounted to $5 for AMC Stubs members.
“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,” said Eliot Hamlisch, executive VP and CMO at AMC Theatres.
“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. 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,” Hamlisch added.