Top 5 things you need to know about AMC Theatres' new movie ticket pricing gimmick that's sparking buzz this week
- AMC Theatres is rolling out a dynamic pricing model this summer that directly charges you less for a ticket based on the quality of the seat you pick—so that coveted middle-row, center seat will cost more, while the front rows and corners will see steep discounts.
- The move is a direct attempt to boost sagging box office returns and fill those otherwise-empty 4DX and IMAX screens, with reports showing that even on big opening weekends, nearly one-third of premium seats go unsold at current flat pricing.
- Cinemark and Regal are staying silent for now, but industry insiders say they are closely watching AMC's data on whether this tiered approach actually increases concession sales—since a cheaper ticket leaves you with more cash for popcorn and soda.
- Social media is already divided: some movie fans are praising the potential for saving $5-$8 on matinee and aisle seats, while others are raging about feeling nickel-and-dimed and worry this will normalize "surge pricing" for theaters.
- Early tests in select AMC Theatres locations in Dallas and Atlanta saw a 12% uptick in overall attendance per screening, suggesting that the lower-priced seats are attracting budget-conscious streamers back into the auditoriums for the first time in years.