Moviegoers slam AMC Theatres for new pricing system based on seat view
Leawood, Kansas - Movie theater chain AMC has taken fans by surprise with a new ticket pricing policy that would charge moviegoers extra for seats with the best view of the screen.
Somehow, heartbreak feels a bit more expensive in a place like this.
Film buffs are calling out AMC Theatres after the chain confirmed its new Sightline initiative that will create tiered ticket pricing.
The "standard sightline" seats will be normal price, while middle row seats, which are considered to have a "preferred sight line," will be more expensive.
The typically last resort front-row seats will now be discounted.
The new initiative also further incentivizes fans to sign up for AMC's Stubs A-List subscription program, which allows members to sit in the preferred sightline seats at no additional cost.
The move has been poorly received, to say the least, with many predicting the company's downfall after instituting the plan.
"the sheer stupidity of charging extra for seat selection is like asking extra for sugar in coffee - be creative not dumb," one user tweeted.
Actor Elijah Wood also weighed on the controversy.
"The movie theater is and always has been a sacred democratic space for all and this new initiative by @AMCTheatres would essentially penalize people for lower income and reward for higher income," he tweeted.
Moviegoers react to AMC's new Sightline initiative
In the age of streaming, movie theaters have to fight to attract viewers away from watching movies in the comfort of their own homes.
While box office numbers have climbed steadily since the Covid-19 pandemic, the rise of turning viewers away by imposing an upcharge like this simply isn't worth it.
"Nobody goes to the movie theater anymore so [your] grand plan is to charge people more based on their seating? One of the worst marketing strategies in history," one user wrote.
Some drew comparisons between Sightline and Netflix's harsh anti-password-sharing proposal that looked to prohibit using the same Netflix account by devices in different locations.
Ultimately, the policy is likely to only make a notable difference during the generally packed opening weekend showings for blockbusters like Marvel films.
Otherwise, most screenings will be largely empty, leaving the opportunity for moviegoers to opt for the discounted seats and simply move to an empty premium seat at the time of the movie.
Despite the criticisms, the new prices have already begun to appear on the AMC app for showings in selection locations, and the chain plans to expand the policy to all locations by 2024.
Cover photo: IMAGO / MediaPunch