AMC Theatres Abandons Seat Location-Based Pricing Model
AMC Theatres, a popular movie theater chain, has announced that it will not be moving forward with its seat location-based pricing model called Sightline. The plan, which aimed to offer different pricing options based on seat locations, will no longer be rolled out to theaters across the United States. Additionally, the locations where the model was being tested will also discontinue its use.
The decision to abandon Sightline was made by AMC in an effort to keep its ticket prices competitive. The model, known as Sightline, offered three seating options: standard, value, and preferred. The value option allowed customers to purchase cheaper front-row seats, while the preferred option slightly increased prices for seats in the middle.
However, only AMC Stubs members had access to the value pricing. Through testing, AMC found that the cheaper front-row seats did not see much increase in popularity. On the other hand, customers who previously selected seats in the preferred zone continued to do so even when prices were slightly increased.
To enhance the movie-watching experience for its customers, AMC will instead focus on offering spacious front-row seating with extensive seat recline. This new seating option will be available for testing later this year. By prioritizing comfort and convenience, AMC hopes to provide a better experience for moviegoers.
The Sightline by AMC plan was initially introduced in February, but after reviewing customer preferences and market demand, the decision was made to discontinue it. AMC Entertainment, the parent company of AMC Theatres, operates approximately 950 theaters with a total of 10,500 screens worldwide.
During a recent quarterly earnings call in May, CEO Adam Aron expressed optimism about the movie industry’s recovery. However, he acknowledged that it is not yet back to pre-pandemic levels. Despite the challenges, AMC theaters recorded over 47 million guests in the quarter, indicating a positive sign for the industry’s revival.
With the cancellation of Sightline, AMC Theatres aims to provide competitive ticket prices while focusing on improving comfort and enjoyment for movie enthusiasts. As the company prepares for the new seating option testing later this year, patrons can look forward to an enhanced movie experience at their local AMC theaters.
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