AMC Theatres to change movie ticket prices based on seat location

At your next visit to AMC Theatres, getting a prime seat may cost you a little extra.

The country’s largest exhibition chain is rolling out Sightline at AMC, a ticket pricing initiative based on seat location within the auditorium. Moviegoers will have the option to pay more or less for admission depending on where they choose to sit in the theater. In effect, a seat in the front row will be available at a lower price while seats in the middle of the theater will be available at a higher price.

There will be three different seat-pricing options. The first is Standard Sightline, described as the “seats that are the most common in auditoriums and are available for the traditional cost of a ticket.” Then there’s Value Sightline, referred to as “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.

“Sightline at AMC more closely aligns AMC’s seat pricing approach to that of many other entertainment venues, offering experienced-based pricing and another way for moviegoers to find value at the movies,” said Eliot Hamlisch, executive VP and CMO at AMC Theatres. “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.

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