Quinton Ford enjoys watching movies, and since he recently retired, he is taking advantage of the Stubs subscription service offered by AMC Theaters to watch up to three films per week.
He and other Chicago moviegoers are reconsidering going to the theatre after hearing that the country’s largest theatre chain plans to hike up the price for premium seating.
Ford said as he left a showing of “80 for Brady” at the AMC Block 37 theatre in The Loop, “I am a tad disappointed; I understand it’s tight, but I think it’s a bit much there to ask of customers. There is undoubtedly an impact.
AMC’s intention to charge more for premium seating has disappointed Quinton Ford, an avid moviegoer and member of AMC Stubs.
So What’s The Problem?
AMC revealed a new pricing structure earlier this week in which the price of a movie ticket is based on where you sit. Front-row seats are a little more affordable than seats in the centre of the auditorium.
By the finish of the year, all US AMC theatres will implement the “Sightline” pricing strategy for screenings that start after 4 p.m., according to AMC.
Gary Monroe said as he walked into the Loop AMC theatre, “I don’t like it.
He thinks that because many individuals are willing to shell out a little more to receive a better experience, the strategy could be financially advantageous for AMC.
When watching movies, Monroe said he likes to sit in the “optimal” middle seat, but he doesn’t like the concept of constantly having to pay more for the privilege.
Monroe said, “I can understand why someone might look at it and conclude it’s only a $, but it seems somewhat unfair when you’re going to the films and you frequently pay one dollar extra than every other person in the movie theatre.” It will undoubtedly cause me to reconsider.
Even some actors disapprove of the decision. The new initiative would “basically penalise people for limited earnings and compensate people for higher incomes,” according to Elijah Wood in a tweet.
You must sign up to be a Stubs member if you wish to pay fewer for the “Value line of sight” seats. Ford admitted that while he might not be impacted, he doesn’t think it’s fair for other movie lovers who are forced to visit an AMC theatre.
Ford remarked, “I believe they are one of the very few theatre companies throughout town, so it’s kind of a monopoly.” But how much do you really need, I ask.
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The Best Seats On The Balcony Will Now Cost More At Amc Theatres
The COVID-19 pandemic wreaked on the movie industry, which is still struggling to return to some sense of normality in light of Avatar: The Way of Water’s success and the box office collapse of the majority of this year’s Oscar nominees.
However, just because movies are back doesn’t mean that business has stabilised; in fact, AMC Theatres’ recent decision to increase prices for good seats portends a time when everything will need to be sold in order to survive.
Sightline at AMC, a new initiative from the theatre chain that divides theatre seating into value tiers, was announced on Monday.
Standard Sightline seats are now the “most prevalent in auditoriums and are obtainable for the conventional cost of a ticket,” while Value Sightline seats are “primarily situated in the front row of the hall and are available at a cheaper than Standard Sightline seats.”
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Preferred Line of sight seats are “typically in the middle of auditorium as well as cost slightly much more Standard Sightline seats,” according to a news release. This Friday, the new system debuts in a few theatres in New York, Chicago, and Kansas City. It’s scheduled to hit shelves all throughout the country later this year.
Although there was no mention of price tiers in the announcement, the new system is already in place on AMC’s website, with Preferential Sightline trying to add $1 to the typical cost and Value Sightline taking $2 off. (In New York, the average cost of a show in the evening is about $18.) Here’s how it actually appears in use:
The AMC Stubs A-List incentive program is immediately integrated with the new Sightline system. The Preferential Sightline premium is not charged to users who have subscribed to the service.
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Conclusion
The Sightline programme is… a choice in a time of debate over the worth of the cinematic experience or whether chains such as AMC and some other expos are embracing benchmarks that might actually entice cinema goers back to the theatres.
