By Michael Elkins
AMC Entertainment (NYSE:AMC) is up 5.76% in mid-day trading on Monday after the largest theatrical exhibitor in the world announced a new ticket pricing initiative called “Sightline at AMC”. Sightline at AMC provides moviegoers with seating selections based on their sightline of the movie screen within the auditorium, including seats in Value Sightline, Standard Sightline, and Preferred Sightline sections.
“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 and CMO, 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. Sightline at AMC accommodates both sentiments to help ensure that our guests have more control over their experience, so that every trip to an AMC is a great one.”
Standard Sightline seats are the most common in auditoriums and are available for the traditional cost of a ticket; Value Sightline seats are primarily in the front row of the auditorium and are available at a lower price than Standard Sightline seats; Preferred Sightline seats are typically in the middle of the auditorium and cost slightly more than Standard Sightline seats.
As an added benefit to AMC’s most loyal moviegoers, A-List members will have the Preferred Sightline premium waived for all reservations.
The initiative applies to all showtimes that begin after 4 p.m. at participating locations and is not available on Discount Tuesday at AMC. Sightline at AMC has launched in select markets and is expected to continue expanding to AMC and AMC DINE-IN locations by the end of 2023.