As movie theaters around the world slowly reopen following the COVID-19 pandemic, AMC Theatres are introducing a new pricing model that could drastically change the way you watch movies. The theater chain, one of the largest in the world, is set to charge tickets based on the location of the seats across their venues, offering the best seats for higher prices. This move, known as the Sightline initiative, is sure to make movie-going an entirely different experience.
In this blog post, we’ll explore the new Sightline initiative from AMC Theatres, why the theater chain is making such a drastic change, and how this could impact the future of movie-going.
Under the Sightline initiative, AMC Theatres will divide seating into three pricing options. Standard Sightline seats will offer traditional seating prices across the most common seats in auditoriums, Value Sightline will be available for AMC Stubs members and offer seats in the front row of the auditorium, and Preferred Sightline will charge seats in the middle of the auditorium at premium rates, with AMC Stubs A-List members able to pre-book Preferred Sightline seats.
The move comes as AMC Theatres is in the midst of recovering after experiencing massive losses due to closures throughout the COVID-19 pandemic and large studios changing their release strategies. The company previously charged higher prices for The Batman tickets when compared to other chains upon the film’s release in 2022, and CEO Adam Aron defended the decision as something that the company had already utilized in European markets, as well as being no different from how concert and sports venues charged for their events.
The Sightline initiative is sure to make movie-going an entirely different experience. For those who are looking for the best seats in the house, you’ll now have to pay a premium. However, for those who are looking for a more affordable option, AMC Theatres will still offer traditional seating prices across the most common seats in auditoriums.
It remains to be seen how audiences will respond to AMC Theatres’ drastic pricing changes. With a slew of releases from the past several months, such as Avatar: The Way of Water and M3GAN, reigniting hope that the theatrical market can return someday, the future of movie-going is sure to be an interesting one. We’ll have to wait and see how audiences react to AMC’s new Sightline initiative and if it will be a success.