AMC Theaters planning to charge more for premium seats, less for front row
AMC Theaters, which has the movie theater at the Milledgeville Mall, plans on rolling out its "Sightline" ticket pricing policy at all locations by the end of 2023.
There will be three tiers of seating, according to a company press release:
• 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.
So, what does it all mean?
Well, AMC already has rolled out the program in New York City and several other markets. Basically, for people who don't sit in the front row or in one of the "preferred" middle seats, the price is the standard price. Currently, in New York City, the "value sightline" seats for "AMC Stubs Members" are either $1 or $2 less than the standard price, while the "preferred sightline" seats are either $1 or $2 more, or the standard price for "AMC Stubs Members."
Added the press release:"AMC will provide a detailed seat map that clearly outlines each seating option during the ticket purchase process online, on the AMC app, and at the box office. Sightline at AMC is applied to all showtimes that begin after 4 p.m. at participating locations and is not applicable on Discount Tuesdays."
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How the policy will be enforced was not included in the press release. For example, is a teenage usher supposed to tell a group of grown men that they're sitting in the wrong place and need to stand up and move?
According to the company, "AMC is the largest movie exhibition company in the United States, the largest in Europe and the largest throughout the world with approximately 950 theatres and 10,500 screens across the globe."