AMC Theaters is abandoning its “Sightline” pricing strategy, which charged different prices for seats at different locations within each theater.
First announced in February, AMC’s plan involved charging higher prices for the best seats in each theater and lower prices for seats at the front of auditoriums.
The company said Thursday it will end the pilot program in the coming weeks and replace it with a new program that aims to improve seating at the front of each auditorium (an area considered the worst viewing experience).
“Starting in late 2023, AMC will begin testing its new seating concept,” the company said. “The spacious and comfortable lounge-style seating areas will allow guests to kick 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.”
Pricing for the new seats was not announced, although the company noted that in the Sightline pilot program most consumers were willing to pay more for premium seats, it saw little to no change to front-row seats, even with its lower price.
The company says it is moving away from the Sightline program “to ensure its ticket prices remain competitive.”
The Sightline plan aligned movie tickets with other forms of entertainment, such as concerts, sporting events or plays, which charge different prices depending on the seat. However, it also marked a change in the way movie tickets were traditionally sold.
While movie theaters have long offered cheaper tickets for matinees or other time-based showings, they’ve generally avoided charging customers different prices to see the same movie in the same auditorium at the same time.