AMC is introducing a new ticket price structure that's based on where you sit.
"With Sightline at AMC, moviegoers now have the option to pay less, or more, for a movie ticket based on their seat selection," AMC said in a statement Monday.
While the company didn't release the prices it will charge, it did explain it will offer three tiers of seating: value, standard, and preferred. The highest-end “preferred” tier are in the middle of the theaters, and those tickets will be priced at a “slight premium". AMC says its “standard” tier will remain the most common choice and will be sold the traditional cost of a ticket. The "value" tier of tickets are seats in the front row of theaters and will cost less than than its “standard” tier. (Members of AMC's Stubs-A-List, can access the “Preferred” seating at no extra charge.)
"Sightline" will only apply to movies shown after 4 p.m.
“Sightline at AMC more closely aligns AMC’s seat pricing approach to that of many other entertainment venues, offering experience-based pricing and another way for moviegoers to find value at the movies,” said Eliot Hamlisch, AMC’s chief marketing officer.
AMC said a seating map will show the adjusted prices when it rolls out to theaters in the Detroit area later this year.