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

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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

10 Comments

10 Comments

  1. James Nice

    February 7, 2023 at 8:57 pm

    Sounds like they wish to shoot themselves in the foot. Ridiculous. I won’t be forced to decide, I know that. Most of these movies are streamed etc. pretty soon after being shown in theaters and by then they’re proven to be dogs or worthwhile. AMC ain’t too smart.

    • Doug Litchfield

      February 7, 2023 at 10:36 pm

      Do they have a price for the disinterested section? Please reserve me a seat to view the bulldozing of another vacant building.

      • Timothy

        February 8, 2023 at 10:00 pm

        haven’t been to a den of propaganda in years. Don’t have plans to go in the future.

  2. S M

    February 7, 2023 at 9:26 pm

    What a monumentally stupid idea! I have bearly started going back to the movies, so it looks like a good idea to just give up the whole thing and never go again. Thank you AMC for making this an easy decision.

  3. Jim Jones

    February 8, 2023 at 12:23 am

    Sounds like the dems/libs are running (ruining) the movie industry in the name of profits.

    • Gary Garnier

      February 8, 2023 at 7:07 am

      Jim, does anything you don’t like automatically look like a liberal plot to you?

      Think about it – yes, this is another scheme to extract more money from a theater full of movie-goers. You don’t think this aspect of the move isn’t attractive to Republicans as well?

      I hope you don’t believe that when conservatives operate theaters they do it as a charitable gesture to the community.

    • Tim

      February 8, 2023 at 10:03 pm

      it is amazing, just how stupid the sheeople are in Amerika. Giving their money to communist that intend on killing them. You deserve the corrupt society that you willingly pay for.

  4. gvette75

    February 8, 2023 at 7:33 am

    Is it run by Joe Biden?

  5. Martin Boisvert

    February 8, 2023 at 11:47 am

    It seems to me that the AMC decision-makers are not too “Smuckin Fart”. Just a casual observation.

  6. Donald N. Baker

    February 8, 2023 at 3:58 pm

    I haven’t been to a movie in years for several reasons. Tickets are too high. Why pay high prices to be in an auditorium full of disruptive patrons. Concession stand prices too high. Most movies are only garbage, the theater should pay you to watch that trash. I refuse to financially support the anti American psychotic loons that pass as Hollywood actors.

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