AMC Theatres to Charge Different Rates Based on Seat Location

Get ready to pay or less for a movie ticket depending on where you sit in the theater.

AMC Theatres Feb. 6 announced Sightline at AMCa ticket pricing initiative based on seat location within each theater, which provides moviegoers with seating multiple options at different pricing. Moviegoers now have the option to pay less, or more, for a ticket based on their “standard,” “value” or “preferred” seat selection. The initiative has already rolled out to select AMC locations and will be expanded to all domestic theaters and AMC Dine-In locations by the end of the year.

Standard Sightline — these seats are the most common in auditoriums and are available for the traditional cost of a ticket

Value Sightline — these seats are in the front row of the auditorium, as well as select ADA seats in each auditorium, and are available at a lower price than Standard Sightline seats. Value Sightline pricing is only available to AMC Stubs members, including the free tier membership, AMC Insider.

Preferred Sightline — these seats are typically in the middle of the auditorium and are priced at a slight premium to Standard Sightline seats. As an added benefit to AMC’s most loyal moviegoers, AMC Stubs A-List members may make reservations in the Preferred Sightline Section at no additional cost.

Theaters that offer alternative priced tickets will provide a detailed seat map that outlines each seating option during the ticket purchase process online, on the AMC app, and at the box office. Sightline at AMC is applied to all showtimes that begin after 4 p.m. at participating locations and is not applicable on Discount Tuesdays.

“The campaign] more closely aligns 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,” Eliot Hamlisch, EVP and CMO of AMC Theatres, said in a statement.

Hamlisch contends the new policy underscores the fact that there are moviegoers who prioritize their specific seat and others who prioritize ticket prices.

“[The program] accommodates both sentiments to help ensure that our guests have more control over their [moviegoing] experience,” he said.