AMC Theatres has introduced a new pricing program, offering cheaper seats for movie fans who don’t mind sitting in the front row, in the latest attempt to increase attendance and profits after the COVID-19 pandemic.
The nation's biggest cinema circuit on Monday said its new pricing initiative, called “Sightline,” will be expanded to all its domestic locations by year's end, including dine-in cinemas, after having already rolled out at some AMC theaters.
The price of a “standard” seat in the auditorium isn’t changing.
But at showings after 4 p.m., so-called “value sightline” seats located in the front row of the auditorium will be cheaper. The program excludes Tuesdays, when AMC runs another discount program. Only members of AMC’s Stubs loyalty program will have access to the discounted seats.
Those who want the best seats will have to pay a premium. “Preferred” seats — typically in the middle of the auditorium — will cost more than the standard tickets, AMC said. Exact pricing details were not disclosed.
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