(WXIN) – AMC’s plan to cost totally different costs relying on the place moviegoers sit is now not coming to a theater close to you.
The movie show chain had introduced its “Sightline” program in February, which launched a three-tiered pricing system for charging moviegoers totally different costs primarily based on the place they selected to sit down. The “prime” seats have been the most costly.
AMC Theatres launched the initiative in three markets, and had deliberate to roll it out nationwide by the top of 2023.
The corporate has as a substitute determined to scrap the concept outright, referring to Sightline as a “pilot check program” in an replace launched Thursday.
The corporate stated customers didn’t change their conduct sufficient to warrant making Sightline pricing everlasting.
Discounting entrance seats didn’t make them extra engaging to film followers and charging extra for the “greatest seats” didn’t cease anybody from selecting them.
Successfully, individuals sat the place they often sat, whatever the value.
“Greater than 3 out of each 4 friends who beforehand sat within the Most popular Sightline part continued to decide on Most popular Sightline seating, even with a slight up-charge,” in accordance with an AMC press launch. “And about 9 out of each 10 such friends continued to purchase tickets at AMC Theatres, both sitting within the Most popular Sightline part or elsewhere within the theatre.”
The theater chain will check a brand new technique to make front-row seats extra engaging: changing them with giant lounge-style seating areas. In accordance with AMC, the recliners will permit moviegoers to lie all the best way again, making it simpler for them to see the motion when seated nearer to the display screen with out straining their necks.
The theater chain will deliver the brand new idea to pick markets beginning in “late 2023.”
