The nation’s largest movie theater chain has announced plans to change the way customers buy tickets. AMC Theatres reveals, “Sightline at AMC,” a new initiative that prices tickets based on seat location.
The new model divides auditorium seats into three tiers – Standard Sightline, Value Sightline and Preferred Sightline.
“Moviegoers will have the option to pay more or less for admission, depending on where they choose to sit in the venue,” Mark Reardon explained on The Mark Reardon Show.
Standard Sightline, seats most common in auditoriums, will be available for a traditional cost of a ticket. Preferred Sightline, seats in the middle of the auditorium, are “priced at a premium to standard sightline seats.”
Value Sightline include 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. This tier is only available to AMC Stubs members.
“Congratulations,” Mark said, “Just when you thought you couldn’t drive people more to their couches with their big TVs.”
But he isn’t the only person that doesn’t approve of this new initiative. Many people have made their opinions known online, including celebrity Elijah Wood.
The initiative kicked off last week at select AMC locations in New York, Chicago and Kansas City and will be expanded to all domestic AMC locations by the end of the year, according to Variety.
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