Seats in between in many US theaters have become more expensive.
AMC Theatres, the nation's largest movie theater chain, unveiled a new pricing scheme Monday in which seat location determines how much your movie ticket costs. Seats in the middle of the auditorium will cost a dollar or two more, while front row seats will be slightly cheaper.
AMC said the pricing plan, dubbed "Sightline," has already been rolled out in some locations and, by the end of the year, will be available in all AMC domestic theaters during showings after 4 p.m.
Seats classified as "standard line of sight" will be at regular price. If you want to pay less for "view value" seats, you need to be a member of the network's subscription service, AMC Stubs.
As movie theaters have tried to recover from the pandemic, exhibitors have increasingly looked to variable pricing methods. That includes charging more for searched movies like "The Batman" in its first week of release.
Last weekend, Paramount Pictures partnered with theater chains to offer slightly reduced ticket prices for the comedy “80 for Brady”. And last year, during a dry spell in theaters, tickets at most theaters cost $3 for “National Movie Day”.
But under most circumstances, movie tickets are getting more and more expensive, especially when large format screens and 3D projections are taken into account. The average premium 3D ticket to the biggest blockbuster of recent years, “Avatar: The Way of Water,” was around $16.50.