Home MoviesMovie News AMC Scraps Premium Pricing for Premium Seats

AMC Scraps Premium Pricing for Premium Seats

by admin
AMC seating-pricing strategy

Since the outbreak of the pandemic in 2020, movie theaters worldwide have struggled to regain their footing and rekindle the unique allure of the big screen experience. Notably, the leading theater chain AMC introduced several peculiar changes to their operations that didn’t go down well with the public. Among these, the most contentious was the ‘sightline’ pricing, which hiked ticket prices based on where you sat. However, as of February, AMC has decided to ditch this seating-pricing strategy in favor of a revamped method.

The announcement came on Thursday when AMC disclosed their decision to terminate the pilot program for this pricing model. It’s set to be superseded by a fresh program that remodels the front row of every theater. The company stated, “Starting in late 2023, AMC will commence testing its latest seating concept. Enormous, cozy lounge-style seating zones will enable guests to fully recline and unwind. The seats’ angle will also enhance the viewing experience for those seated in these front row seats nearest to the screen.” They concluded that the modification was designed “to ensure its ticket prices remain competitive,” although the price structure for the new model hasn’t been disclosed yet. However, given the required space for this refurbished front row, it seems probable that each theater will have fewer seats. Some theaters are already quite small.

AMC Pricing Backlash

While AMC insisted that their pricing changes hadn’t impacted people’s willingness to occupy the front or middle rows, it doesn’t dismiss the reality that sightline pricing was widely disliked. Presently, for those choosing to sit in the front row, the cost is roughly $2 less than other parts of the theater. This might sound appealing, except if you desire the best seats, typically located in the middle of the last three rows, you’ll have to cough up $2 more than others. The same applies to AMC A-List members who pay around $25 a month for privileges – if they want their friend to join them in the best seats, they have to shell out extra. This was criticized as an elitist, class-separating strategy to such an extent that even celebrities openly voiced their disapproval of the new pricing hike.

Image via AMC

RELATED: ‘Barbenheimer’ Double Feature Attracted Over 20,000 People, Reports AMC

The Summer Movie Season Rolls On

In light of big films like The Flash and Indiana Jones underperforming at the box office this summer, AMC’s seating pricing hasn’t exactly boosted people’s enthusiasm to return to theaters. Still, with potentially successful releases such as Barbie, Oppenheimer, Haunted Mansion, and Teenage Mutant Ninja Turtles: Mutant Mayhem on the horizon, a strong box office and favorable moviegoing experience could lead to more films prospering. There’s no set date for the new pricing model, but for the sake of our wallets, we hope late 2023 arrives sooner rather than later.

Frequently Asked Questions (FAQs) about AMC seating-pricing strategy

What is AMC’s new seating concept that will replace sightline pricing?

AMC is planning to replace sightline pricing with a new seating concept. This includes installing large, comfortable lounge-style seats in the front row of each theater, allowing guests to fully recline and enjoy the movie. The new arrangement will start testing in late 2023.

Why is AMC abandoning its sightline pricing model?

AMC’s sightline pricing model, which adjusted ticket prices based on the quality of seats, faced significant backlash from moviegoers and was seen as an elitist strategy. To ensure its ticket prices remain competitive and to enhance the moviegoing experience, AMC has decided to abandon this pricing model.

What is the expected impact of the new seating concept on the number of seats in each theater?

Given the required space for the new, larger lounge-style seats, it is expected that each theater will have fewer seats than before. The exact number will depend on the specific layout and size of each individual theater.

When will the new pricing model for AMC be implemented?

While a specific date hasn’t been announced, AMC has indicated that testing for the new seating and associated pricing model will begin in late 2023.

Did sightline pricing affect where people chose to sit in AMC theaters?

According to AMC, their sightline pricing did not change moviegoers’ willingness to sit in the front or middle rows. However, it was widely disliked and criticized, prompting AMC to develop a new seating and pricing approach.

More about AMC seating-pricing strategy

Related Videos


CinemaLover July 21, 2023 - 5:25 am

its about time they dropped that crazy pricing! Cant wait to stretch out in those new seats! Just hoping it won’t reduce the number of seats too much…

PopcornMuncher July 21, 2023 - 6:27 am

honestly wasn’t a fan of the extra charge for good seats. Glad AMC’s listening to us regular folks. and lounge seats, can’t wait!

MovieBuff1990 July 21, 2023 - 10:39 am

So glad they’re dropping that sightline pricing thing. it was a pain. though the new seats sound kinda cool! Fingers crossed it works out…

SilverScreenFanatic July 21, 2023 - 11:31 am

Finally some good news from AMC. The sightline pricing was such a turn off. New front row sounds promising. Hope it won’t be too pricey.

ScreenQueen July 21, 2023 - 12:25 pm

Yea.. i get it that covid hit them hard, but charging more for certain seats wasn’t the way to go. Excited to see the new layout though.


Leave a Comment