Largest U.S. Theater Chain Succumbs to Pressure

We reported earlier this year that AMC, America’s largest exhibition chain, has introduced Sightline, a new pricing initiative for moviegoers based on seat location. Similar to Broadway or concerts, patrons can choose to pay more or less depending on where they sit.

Front-row seats will be cheaper, middle seats will be priced higher, and Preferred Sightline tickets will be at a premium. People criticized the move severely, stating that it penalizes lower-income groups and rewards higher-income ones. The system, known as the “slab system,” has been in use in India for decades.

According to the latest reports, AMC Theatres has decided not to proceed with its seat location-based pricing model, Sightline at AMC, due to severe criticism and no returns. The plan, tested in a limited number of locations, will be discontinued to maintain competitive ticket prices.

Despite a slight price reduction for front-row seats, there was little increase in patronage as people preferred the higher-priced seats. Additionally, AMC’s competitors did not adopt a similar pricing approach, making the pilot programme less competitive.

Instead, AMC plans to introduce enhanced, spacious front row seating with extensive seat recline in late 2023, providing a new movie-watching experience for customers.