AMC Entertainment Drops Controversial Variable Seat Pricing After Pilot Test
deadline.comAMC Entertainment is dropping Sightline, a controversial variable pricing program for seating it announced earlier this year.
The giant theater chain said today that after a pilot in three locations, it saw little or no increase in patronage of cheaper front row seating, despite a modest price reduction for the seats.
The test did show that theater goers who previously sat in the Preferred Sightline section continued to choose Preferred Sightline seating, even with a slight up-charge.
But it noted that competitors did not match either initiative, of raising or lowering prices based on the location of the seats. “To ensure AMC’s ticket prices remain competitive, the Sightline at AMC pilot program will come to an end at participating locations in the coming weeks, and the initiative will not roll out nationwide.” The exhibitor will now focus on testing a “different type of spacious front row seating – with extensive seat recline” in select theaters U.S.
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