AMC Theatres to Start Charging More for Desirable Seats

the upcoming ticket pricing initiative will offer “discounts” to people willing to sit in undesirable locations such as the front row, but will primarily punish viewers who want to sit in locations that are generally desirable, such as the center of the theater.

Pricing under the Sightline at AMC program will be divided into three tiers, with the “Standard Sightline” level described as the “seats that are the most common in auditoriums and are available for the traditional cost of a ticket.” Users in those seats apparently won’t be impacted either way.

The true goal of the program is no doubt the “Preferred Sightline” group, which AMC defines as “seats in the middle of the auditorium, and are priced at a premium to standard sightline seats.” Which is to say—the seats that most any normal consumer would choose if given the chance.

The entire program serves as a funnel to generate more AMC Stubs A-List subscriptions in general, as A-List members will be exempt from the additional charge—which AMC has not revealed—for Preferred Sightline seats. The company also hasn’t revealed any sample mapping of an average theater, to illustrate what percentage of seats would be designated as “Value” or “Preferred.” Notably, the additional charges will apparently only apply to showtimes “that begin after 4 p.m.

At the end of the day, though, it’s just one more insidious upcharge in the theatrical experience, which is hardly the thing that consumers need to be facing right now. But don’t fret, AMC feels your pain, and they assure the users that this move is okay because it “more closely aligns AMC’s seat pricing approach to that of many other entertainment venues.

For an extra $10, you can sit next to someone who isn't using their phone.

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