Adam Aron, CEO of AMC Entertainment, said tickets for The Batman will cost more than other movies when it opens this week as the chain experiments with variable pricing.“Currently, our prices for The Batman are slightly higher than the prices we are charging for other movies playing in the same theaters at the same time,” Aron said during a webcast following quarterly earnings.
He said the move follows a few years after it successfully raised weekend pricing above midweek levels at some of its U.S. locations.“This is all quite novel in the United States, but actually AMC has been doing it for years in our European theaters.
Indeed, in Europe we charge a premium for the best seats in the house — as do just about all sellers of tickets in other industries — take sports events, concerts and live theater.
for example.” Aron sees “considerable upside opportunity ahead if we continue to be imaginative” on pricing.He didn’t offer any specifics and he wasn’t asked.
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