And just like that, AMC Theatres is scrapping its controversial plan to charge moviegoers more money for a better view of the screen.
The company announced it is no longer moving forward with “Sightline at AMC,” a ticket pricing initiative based on seat location within the auditorium. The proposed system, which was announced in February, involved customers paying a few extra dollars for prime middle seats with an unobstructed view and saving a few bucks to sit in the front row.
The initial announcement wasn’t embraced on social media, with “Lord of the Rings” star Elijah Wood among its vocal detractors. “The movie theater is and always has been a sacred democratic space for all,” he . “This new initiative by AMC Theatres would essentially penalize people for lower income and reward for higher income.”
After conducting a pilot test program in select locations, the company announced it would “pivot away” from Sightline at AMC because there wasn’t enough interest in the idea of offering a range of prices to sit in particular rows. In the study’s findings, customers were willing to pay more for premium seats but wren’t willing to subject themselves to the front row, even for a lower price.
“To ensure AMC’s ticket prices remain competitive, the Sightline at AMC pilot program will come to an end at participating locations in the coming weeks, and the initiative will not roll out nationwide,” according to a press release. But that doesn’t mean the experimentation to get audiences back into theaters and reinvigorate sales is coming to an end. By the end of 2023, AMC says it will begin testing a“AMC is applying its learnings as it pivots to its next innovation — enhanced spacious front row seating with extensive seat recline,” the statement concludes. “Large, comfortable lounge style seating areas will allow guests to lay all the way back and relax.
United States Latest News, United States Headlines
Similar News:You can also read news stories similar to this one that we have collected from other news sources.
AMC Theatres Drops Variable Pricing Plan That Charged More for Better SeatsThe company says it will roll out a new front-row seating option later this year.
Read more »
PolitiFact - Studio behind ‘Sound of Freedom’ rejects claim AMC is sabotaging movie screeningsDespite the box office success of 'Sound of Freedom,' some fans have flooded social media with complaints that AMC Theatres is trying to sabotage screenings. That's False.
Read more »
Bart Blatstein plans 245-unit building on North Broad Street, behind AMC TheaterThe building will be 15 stories tall and will replace the surface parking lot between the AMC theater and the Edge student housing to the immediate west. But the target audience is not undergrads.
Read more »
AMC CEO eyes 'Barbie' and 'Oppenheimer' boost amid strong advance ticket salesAMC CEO eyes ‘Barbie’ and ‘Oppenheimer’ boost amid strong advance ticket sales
Read more »
Fear the Walking Dead: 7 Seasons Now AMC+ Exclusive Beginning FridayBeginning on Friday, July 21st, all seven seasons of AMCTV's FearTheWalkingDead will begin streaming exclusively on AMCPlus. / FearTWD TWD FTWD SDCC SDCC2023 feartwd amcplus walkingdead_amc amc_tv
Read more »
Vanessa Hudgens Is Ipsy’s New Icon Box CuratorBeauty box subscription service IPSY has launched its new Icon Box curated by VanessaHudgens.
Read more »