Movie Audiences: Controversial Plan to Charge More Money Based on Seat Location

July 20, 2023 by

Controversial Plan to Charge More Money Based on Seat Location

LAS VEGAS, NEVADA - AUGUST 20: People enter AMC Town Square 18 on August 20, 2020 in Las Vegas, Nevada. AMC Theatres reopened more than 100 of its movie theaters across the United States today, with new safety precautions in place, for the first time since closing in March because of the coronavirus (COVID-19) pandemic. In celebration of its 100th anniversary, the world's largest theater chain is welcoming guests back with a "Movies in 2020 at 1920 Prices" promotion for one day by offering 15-cent tickets to classic and previously-released films and USD 5 concession items. Starting on August 21, older movies will be shown for USD 5 a ticket. According to AMC, enhanced cleaning and safety protocols include disinfecting theaters before each show, mandatory face coverings for employees and customers, upgraded air filtration systems where possible, and high-touch points cleaned throughout the day. Hand sanitizer and disinfectant wipes are available throughout the theaters, auditoriums are at 40 percent capacity or less, and concession menus have been simplified for shorter lines and quicker service. (Photo by Ethan Miller/Getty Images)
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AMC Theatres is scrapping its 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 wrote on Twitter at the time. “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 weren’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 new seating concept, this time focused solely on the front row.

“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. The angle of the seats will also make it more enjoyable to watch movies from these front row seats closest to the screen.”

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