AMC Theaters, where heartbreak feels good, has announced a new ticket-pricing initiative based on seat location. In a statement posted to the chain’s official website, the Sightline program will both offer a higher price for more premium locations in the theater, and lower prices in the front row.
“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.”
Sightline has reportedly already been tested in select markets, and will kick off February 10 in New York, Chicago, and Kansas City before expanding to all US locations by the end of the year. In total, there will be three seat-pricing options. The first is Standard Sightline, or “seats that are the most common in auditoriums and are available for the traditional cost of a ticket.” Then there’s Value Sightline, or “seats in the front row of the auditorium, as well as select ADA seats in each auditorium, and are available at a lower price than standard sightline seats.” The third option is Preferred Sightline, which are “seats in the middle of the auditorium and are priced at a premium to standard sightline seats.”
