AMC, the largest theater chain in the world, is making a big change to its ticket prices as it will start to charge a little extra for the best seats in the house.
AMC will roll out a new ticketing initiative called Sightline at its theaters in the US. This new scheme will charge moviegoers based on the seat location within the auditorium. Audiences will now have the option to pay more or less for movie tickets, similar to how ticket sales for music concerts, sporting events, and Broadway shows work.
With Sightline, ticket prices for the front row seats will be cheaper, while seats found in the middle of the theater will cost a little bit more. This new initiative will begin in selected AMC locations in New York, Chicago, and Kansas City on February 10 before it's rolled out to all locations by the end of the year.
Sightline will have three different seat-pricing options. Standard Sightline is described as "seats that are the most common in auditoriums and are available for the traditional cost of a ticket." The Value Sightline are "seats 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."