Moviegoing at AMC theaters might be a bit more expensive — or cheaper — depending on where you want to sit.
The theater chain just announced its new Sightline program, featuring three different pricing tiers. The value section is made up of seats in the front rows, to be discounted.
The standard section, the most common ones, will remain traditionally priced, and preferred seats, typically the most prized ones in the middle of the auditorium, will charge a premium rate.
Moviegoers will get a detailed seating map with the different prices while purchasing on the web, through the AMC app, or at the box office.
Eliot Hamlisch, EVP and CMO of AMC Theaters, noted that it fits with the kind of changes that have already taken place in entertainment.
"Sightline at AMC more closely aligns with 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," he said in a statement.
For those who might not be the biggest fans of the change, the Sightline program will only be in effect for films showing after 4 p.m. However, AMC noted that its goal is to expand the program to all of its locations, including its dine-in theaters, by the end of 2023.
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