AMC Announces New Tiered Ticket Pricing System
Moviegoers can now choose from standard seating, slightly cheaper 'value' options, or reserve a 'preferred' spot for a premium.
AMC is changing the way you buy movie tickets for its theaters.
The entertainment company announced today that it would introduce a new "Sightline at AMC" pricing system that will vary ticket costs based on seat selection. Meaning the price of seeing a movie will now depend on which seat you book in the AMC theater and, in some cases, could be cheaper.
According to a press release shared on Feb. 6, the new pricing system divides tickets into three tiers: Standard Sightline, Value Sightline and Preferred Sightline.
Standard Sightline is considered "the most common" seating, and these tickets are reported to cost the same as a standard movie ticket at any AMC location. Value Sightline is located in the front of the auditorium–including select ADA seats–and will be sold for slightly less than the cost of Standard Sightline tickets. Preferred Sightline, located in the optimal middle section of the theater, will come at a premium unless you're an AMC Stubs A-List member, as loyalists get the added benefit of reserving these seats at no extra cost.
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Sightline at AMC is applied to all showtimes that begin after 4 p.m. at participating locations and is not applicable on Discount Tuesdays, according to the release.
Eliot Hamlisch, executive vice president and CMO at AMC Theatres, explained the new seat selection approach targets "experienced-based pricing," which will hopefully attract more traffic to movie theaters by expanding the ways moviegoers "find value at the movies."
Hamlisch's statement continued, “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.”
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The new seat-pricing system has rolled out at select movie theaters across the country, but the company plans to expand the initiative to all domestic locations by the end of 2023.
Locations already participating in Sightline at AMC will provide guests with a detailed map that clearly outlines each seating option during the ticket purchase process online, on the AMC app, and at the box office.
