In a move that will surely not cause any form of controversy whatsoever, AMC Theatres is going forward with a new pricing initiative called Sightline. Similar to Broadway shows, concerts and…airplane tickets, AMC hopes to make the moviegoing experience more exciting by changing ticket prices based on where audience members will sit in the theater.
Front-row seats will cost less, while middle seats will cost the highest. The Sightline initiative will be devised in three tiers. The first, Standard Sightline, is vaguely described as “seats that are the most common in auditoriums and are available for the traditional cost of a ticket.” Value Sightline are “seats in the front row of the auditorium, as well as select ADA seats in each auditorium,” which “are available at a lower price than standard sightline seats.” Finally, Preferred Sightline describes “seats in the middle of the auditorium and are priced at a premium to standard sightline seats.”
No other details have been announced, other than it will not be available on Tuesdays, where tickets are sold at a reduced price, but Elliot Hamlisch, executive Vice President and Chief Marketing Officer of AMC explained that “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.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.”
As AMC theatres took a massive bite out of the COVID-19 pandemic, it is guaranteed that this initiative will not help them and will keep moviegoers away from theatres and at home, where some better alternatives are found as opposed to cinemas.