For the first time since prior to 2020, last year felt like the true return of the movie theater business.
Not only did three separate films make over $1 billion (Jurassic World: Dominion, Top Gun: Maverick, and Avatar: The Way of Water), but the business in general returned to a far healthier state.
Now, AMC is trying to capitalize, as reports indicate the movie theater chain is rolling out a new pricing structure based on seating locations.
Here’s how it’ll work:
Standard Sightline – Most common seats (normal price)
Value Sightline – Front row & select ADA seats (lower price)
Preferred Sightline – Middle row seats (premium price)
It’s certainly no mistake that AMC has made this announcement now, as Ant-Man and the Wasp: Quantumania — the first big blockbuster of 2024 — is set to hit theaters in a few weeks on February 17.
Eliot Hamlisch, executive VP and CMO at AMC Theatres, explained the business decision in the following statement:
“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,” Hamlisch said.
“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. Sightline at AMC accommodates both sentiments to help ensure that our guests have more control over their experience, so that every trip to an AMC is a great one.” [via Variety]
2023 is set to see some massive movies hit theaters. Not only are Marvel and DC releasing a bevy of films (three and four, respectively), but there are also massive blockbusters in the pipeline such as John Wick: Chapter 4, Dune: Part Two, Oppenheimer, Barbie, The Super Mario Bros. Movie, and more.
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