AMC Theaters, America’s largest movie chain, has announced a new ticket pricing initiative called Slightline that will see customers pay more for better seats.
According to one, moviegoers will have the option to pay more or less for a movie ticket based on their seating position. Press release from the company. Three pricing options are available: Standard, Value and Preferred.
The options are respectively from least to most expensive and from farthest to nearest.
“Sightline at AMC more closely aligns AMC’s approach to seat pricing with that of many other entertainment venues,” said Elliot Hamlisch, AMC’s chief marketing officer and executive vice president. Pricing is another way for moviegoers to find value in movies.”
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General Information: AMC 18 theaters opening Friday at the Eden Prairie Center. In this photo: EDEN PRAIRIE, MN, Thursday, April 18, 2002– The AMC 18 theaters at the Eden Prairie Center, featuring 18 theaters with stadium-style seating and digital sound, will open Friday. (Getty Images) (Photo by JOEY MCLEISTER/Star Tribune via Getty Images)
“Sightline at AMC more closely aligns AMC’s approach to seat pricing with that of many other entertainment venues,” said Elliot Hamlisch, AMC’s chief marketing officer and executive vice president. Pricing is another way for moviegoers to find value in movies.”
“While every seat at AMC provides an amazing movie-going experience, we know there are some moviegoers who prefer their specific seats and others who prefer value movies. Sightline at AMC caters to both emotions. adjusts to help ensure our guests have more control over their experience. Every AMC trip is great.”
Fox News judge Jane Pero said the new system would not encourage them to return to theaters.
“No one wants to go back anyway. You can stream everything at home, and you don’t have to pay $6 for a soda,” he said on “The Five” Tuesday. “It’s funny.”
Co-host Greg Gutfeld disagreed, saying he would “absolutely” pay more for better seating.
“There’s nothing I like better than other people usurping their privilege,” he joked. “Check out my seat, everyone!”
This May 8, 2020 photo shows an AMC theater in Clinton Township, Mich. AMC Theaters says 98% of its US movie theaters will open on Friday, March 19, 2021, with more expected to open through March 26. Before the market opened on Thursday, AMC Entertainment Holdings Inc. has increased by over 4%. (AP Photo/Paul Sancia) (AP Photo/Paul Sancia)
Fellow co-host Dana Perino argued that she wasn’t sure how the plan would work but suggested that it wasn’t the best idea.
“I’m not sure if taking the Southwest Airlines model and taking it to a movie theater is the best business decision,” he explained. “I’ll reconsider.”
The new seat pricing plan is expected to roll out later this year.
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