News

AMC Theatres charging extra for better seats

Moviegoers who sit in the front row will pay less for tickets, while people who enjoy sitting in the middle of the theater will have to pay a little extra. Read on to learn more on the matter.

Advertisement

The company announced the new program on Monday in an effort with 3 price tiers.

AMC Theatres
AMC Theaters are increasing ticket prices. Source: Unsplash.

According to a statement by the company on Monday, AMC Theatres will soon set its ticket prices based on where people choose to sit when they go to the movies. The idea is a Sightline initiative, said the company. 

The front row seats will be called Value Sightline and will cost less than the standard ticket. However, tickets in the middle of the auditorium – usually where people prefer to sit – will be called Value Sightline and cost extra. The remaining seats are now Standard Sightline and won’t suffer a price change.

The new move is an effort to increase revenue as movie theaters struggle to overcome the aversion of indoor spaces due to the pandemic, and the large influx of movies going directly to streaming services. 

Hollywood producing less films for theatrical releases is also a big motive. Since 2020, AMC Theatres has been losing significant revenue. In 2020, it was nearly $4.6 billion. 2021 had a $1.27 billion impact, and during Q3 2022, the company lost almost $700 million. 

But is the variable ticket pricing the right move for AMC? According to Barak Orbach, a professor at the University of Arizona, it is not. He says that something like this only works if there’s demand and supply, and when it’s done in a way that won’t antagonize moviegoers. Unfortunately, AMC Theatres has neither currently. 

He states that the reality of movie theaters in the United States have changed. Now, most shows are more than half empty. So he believes that, unless the theater is showing a newly released blockbuster on an opening weekend and the auditorium is packed, most people will just purchase less expensive tickets and move to a better seat if the theater is empty. 

Moviegoers are not happy with the news from AMC Theaters

AMC Theatres
Patrons are not excited about the new changes. Source: Unsplash.

Patrons are not happy with the pricing news from AMC Theaters either. Users took to Twitter to complain about the situation, with one user sharing a picture of an empty auditorium with the caption “AMC Theaters once people refuse to pay more for premium seating and $20 for popcorn”. 

Orbach says that whenever pricing clashes with people’s perception of what is fair, customers are less inclined to pay. Especially now, since people can stay at home and choose between a myriad of streaming services to watch movies from.

Orbach believes the news can even generate a resentment towards movie theaters in general and end up affecting the entire industry negatively.  

Customers who are part of AMC Theaters rewards program – AMC Stubs A-List – can choose Preferred Sightline seating at not extra cost. The new Sightline tickets will apply to all showings after 4p.m., except for AMC’s $5 discount Tuesday. 

Netflix’s subscriber numbers are better than expected

While movie theaters are struggling with numbers, streaming services continue to roar. After a bumpy 2022, Netflix’s numbers are doing better than expected after introducing their ad-supported tier. Follow the link below to learn more!

useful Netflix streaming tips

Netflix’s subscriber numbers are doing great

After a bumpy 2022, looks like the number one video streaming platform is getting back on its feet. Read on to learn more!

About the author  /  Aline Barbosa

Aline Barbosa is an editor, writer and learning-enthusiast. Passionate about music, books and human behavior. Curious about the unknown. Believer that learning is a life-long process.

Trending Topics

content

Crypto exchange FTX is investigating a $473 million hack

Crypto exchange FTX is currently investigating a possible hack that wiped over $400 million in assets from the company last week.

Keep Reading
content

See how to apply for the Navy Federal GO REWARDS® Credit Card

Get all the information you need to apply for the Navy Federal GO REWARDS® Card. Learn about rewards, interest rates, benefits, and more.

Keep Reading
content

Security Token Crypto: everything you need to know about it

Security token is a new digital asset, similar to traditional securities. Find out how these assets work and what you need to know about it.

Keep Reading

You may also like

content

See how to apply for the Gap Good Rewards Mastercard® Credit Card

Now is the time to apply for Gap Good Rewards Mastercard® Credit Card and get exclusive perks. Read on to learn how to apply.

Keep Reading
content

The richest man in Canada: find out who is the man in this desired position

Canada is a wealthy country, and so is the richest man who lives there. See who is making more money in Canada right now.

Keep Reading
content

8 best credit cards for traveling: upgrade your trip with awesome perks!

Looking to get more out of your next trip? Check out our list of the best credit cards for traveling with rewards and perks.

Keep Reading