Need to seize the very best seat in the home at your subsequent screening of “Avatar”? Get able to pay up.
AMC Theatres, the nation’s largest movie show chain, has introduced plans to vary the best way that it costs tickets. The corporate on Monday revealed a brand new initiative known as “Sightline at AMC,” which is able to eradicate the one-price-fits-all method to promoting tickets.
Below the brand new mannequin, AMC will divide up an auditorium’s seats into “Customary Sightline,” “Worth Sightline” and “Most well-liked Sightline” tiers.
The “customary” seats, which AMC identifies as “the most typical in auditoriums” will likely be obtainable for the traditional value of a ticket. “Worth” seats, in the meantime, are recognized as these within the entrance row, and will likely be offered “at a lower cost” than the traditional ticket value.
Moviegoers who choose seats “in the midst of the auditorium” will likely be hit with a “Most well-liked Sightline” upcharge, which AMC describes as “a slight premium” in value.
A seating map will present the value variations when clients are buying their tickets.
In an announcement, AMC chief advertising and marketing officer Eliot Hamlisch framed the transfer as a technique to deliver film theaters in keeping with different leisure venues the place ticket costs vary in value relying on the place you sit.
“Whereas each seat at AMC delivers a tremendous moviegoing expertise, we all know there are some moviegoers who prioritize their particular seat and others who prioritize worth moviegoing,” he mentioned.
Sightline pricing will not apply to matinee showtimes earlier than 4 p.m., AMC famous in its launch, and clients who pay for AMC Stubs A-Record memberships will likely be exempt from any costs.
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