The AMC 34th Street Theater reopens after closing due to COVID-19, Friday, March 5, 2021, in New York. Cinema operator AMC has abandoned plans to charge more seats with better views after competitors failed to follow suit.
Evan Agostini/Evan Agostini/Invision/AP
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Evan Agostini/Evan Agostini/Invision/AP
The AMC 34th Street Theater reopens after closing due to COVID-19, Friday, March 5, 2021, in New York. Cinema operator AMC has abandoned plans to charge more seats with better views after competitors failed to follow suit.
Evan Agostini/Evan Agostini/Invision/AP
AMC Theaters is abandoning its plan to price tickets based on where customers choose to sit.
In February, AMC said it would follow the pricing model of other entertainment venues, such as arena and live theater, in a show called Sightline. The middle seat will cost a dollar or two more, while the front row seat will be a bit cheaper.
But on Thursday, the company said it would end the initiative, as people still don’t want to order front seats despite the lower cost. The company said this makes AMC’s price less competitive in the market as competitors do not follow the new cost structure.
“Sightline at AMC will not continue at existing pilot sites after testing ends in the next few weeks and the program will not be rolled out nationally,” it said.
Instead, AMC says it will move to testing new front-row seats that can recline for better visibility.
