Movie-theater chain and meme-stock darling AMC Entertainment Holdings Inc. has announced “Sightline at AMC,” with ticket pricing based on sightlines of the movie screen within the auditorium. AMC’s
stock rose 5.7% Monday, compared with the S&P 500 index’s
decline of 0.6%.
The ticket pricing initiative offers three different options — Standard Sightline, Value Sightline and Preferred Sightline. Standard Sightline seats are the most common seats in an auditorium and are available for the traditional cost of a ticket. Value Sightline seats are in the front row, as well as select ADA seats, and are available at a lower price than Standard Sightline seats. Preferred Sightline seats are typically in the middle of an auditorium and are priced at a slight premium to Standard Sightline seats, according to AMC. Members of AMC’s Stubs A-List will have the Preferred Sightline premium waived for all reservations, according to AMC. See Now: AMC sells stake in Saudi Arabia joint venture, shifts to licensing partnership “Sightline at AMC 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,” said AMC’s Chief Marketing Officer Eliot Hamlisch, in a statement. “While every seat at AMC delivers an amazing moviegoing experience, we know there are some moviegoers who prioritize their specific seat and others who prioritize value moviegoing.” Theaters that offer Sightline at AMC will provide customers with a detailed map that clearly outlines each ticket option, according to the company. The initiative is applied to showtimes that start after 4 p.m. at participating locations, AMC said, and will not be available under the company’s Discount Tuesday initiative. MarketWatch has reached out to AMC for additional details on the number of theaters offering Sightline at AMC. See Now: AMC’s APE conversion a ‘massive’ opportunity to wipe out debt and drive expansion, says analyst AMC describes itself as the largest movie- …