January 1, ‘Astronomically Stupid’: Movie Theater Chain Unveils Questionable New Policy

As movie theaters continue to lose patrons, one well-known chain has decided to implement a new policy that could drive more people away.

AMC Theatres is introducing a new ticket pricing policy that will charge customers different prices to see the same movie based on seat location.

According to AMC, the new initiative “provides AMC moviegoers with multiple options to meet their viewing preferences.” Sightline at AMC applies to all showtimes after 4 p.m. The initiative kicks off on Friday at select locations in New York, Chicago, and Kansas City. It “will be expanded to all domestic AMC and AMC DINE-IN locations by the end of the year,” the company said.

Tickets are now split into three categories: Standard Sightline, Value Sightline, and Preferred Sightline. The company breaks it down like this:

     - Standard Sightline – these seats are the most common in auditoriums and are available for the traditional cost of a ticket
     - Value Sightline – these seats are in the front row of the auditorium, as well as select ADA seats in each auditorium, and are available at a lower price than Standard Sightline seats. Value Sightline pricing is only available to AMC Stubs members, including the free tier membership – AMC Insider.
     - Preferred Sightline – these seats are typically in the middle of the auditorium and are priced at a slight premium to Standard Sightline seats. As an added benefit to AMC’s most loyal moviegoers, AMC Stubs A-List members may make reservations in the Preferred Sightline Section at no additional cost.

“Sightline at AMC more closely aligns AMC’s seat pricing approach to that of many other entertainment venues, offering experienced-based pricing and another way for moviegoers to find value at the movies,” said Eliot Hamlisch, EVP of AMC Theatres. “While every seat at AMC delivers an amazing moviegoing experience, we know there are some moviegoers who prioritize their specific seat and others who prioritize value moviegoing.”

Moviegoers react to the new policy

Shortly after AMC announced its new ticket prices, moviegoers lamented the change as “astronomically stupid.”

“AMC saw Netflix doing something [so] astronomically stupid that will hurt their business and decided to try their hand at it too,” one person tweeted, referencing Netflix’s widely-panned anti-password sharing measures.

Sam Adams, the senior editor of entertainment outlet Slate Culture, tweeted: “Said before and will say it again: there is no business that hates their customers more than movie theater chains.”

Source: AMC Theatres | Variety