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AMC Theaters Ends Variable Pricing Primarily based on Seat Location

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AMC Theaters is ending its Sightline pilot program that charged variable pricing based mostly on seat location, in keeping with The Hollywood Reporter.

The plan was supposed to present moviegoers the choice to pay kind of for tickets relying on the place they selected to take a seat and had rolled out at choose AMC areas in New York, Chicago, and Kansas Metropolis this previous February. It was speculated to be carried out in any respect home AMC areas earlier than the top of this yr. Nevertheless, the theater chain has reversed course and can change it with a brand new program upgrading the entrance row seats in every auditorium.

“Starting in late 2023, AMC will start testing its latest seating idea,” the corporate introduced. “Massive, comfy lounge type seating areas will permit company to put all the best way again and chill out. The angle of the seats may also make it extra fulfilling to look at films from these entrance row seats closest to the display screen.”

AMC has not revealed pricing for the brand new seats. Based on THR, AMC defined the pivot by saying it wished “to make sure its ticket costs keep aggressive.”

Below the Sightline plan, entrance row (or Worth Sightline) seats have been priced at a decrease price than different seats. The very best-priced possibility, often called Most well-liked Sightline seats, have been these positioned within the center, whereas “the commonest” — or Commonplace Sightline — seats have been obtainable on the authentic price of the ticket. The transfer was supposed to place film ticket pricing according to different areas of leisure, equivalent to live shows and festivals, the place followers have the choice to pay extra for higher entry.

Nevertheless, the location-based pricing obtained criticism for impacting people who aren’t capable of afford higher seats. “The movie show is and all the time has been a sacred democratic area for all,” actor Elijah Wooden stated in February. “This new initiative by AMC Theatres would basically penalize folks for decrease earnings and reward for increased earnings.”

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