Manhattan, New York. July 10, 2020. AMC movie theatre on 42nd street in Midtown.
According to NPR, AMC has dubbed it Sightline at AMC. If moviegoers want to sit off-center, they’ll be charged the standard ticket fee, or Standard Sightline.
If they want to sit in the middle with a good view of the screen, they’ll be in the Preferred Sightline area at an upcharge. Seats in the front are considered Value Sightline and come at a discount.
Tickets prices could fluctuate up or down by $1 to $2. (Standard ticketing prices apply before 4 p.m. and during all showtimes on Tuesdays.)
Roughly 40 AMC locations in New York, Chicago, and Kansas City will be the first to participate. AMC theaters that stick to conventional pricing will be considered the control group.
If tiered pricing works, the chain will roll out the program in other markets throughout the year, with all locations participating by the end of 2023.
Amid a tumultuous box office landscape, AMC has experimented with various offers. The theater screened 2022’s The Batman by charging up to $2 more than standard pricing.
Recently, 80 for Brady was offered by several theater chains at matinee prices regardless of the showtime.
Variable pricing is nothing new: Most theaters charge less for matinee screenings during the day, while discount theaters offer fewer amenities or movies that have been out in wide release for a reduced fee.
It’s also common in live entertainment, where front-row seats are costly.
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