Cinema chain drops controversial plan to charge based on what seat you sit in
Movie theatre brand AMC has announced that they're scrapping a plan that angered customers when it was announced.
With viewership way down, plenty of movie theatres have tried to come up with ways to make money. A few months ago, AMC's PR team announced that they were going actually to charge customers more or less depending on where they sat.
Filmgoers and actors alike took to social media as an outlet to express their frustration with the theatre chain.
'Lord of the Rings' star Elijah Wood was among the most vocal. “The movie theatre is and always has been a sacred democratic space for all,” he wrote on Twitter at the time. “This new initiative by AMC Theatres would essentially penalize people for lower-income and reward for higher income.”
AMC had to scrap a plan for differently-priced seating after it turned out that viewers were not amused (Getty Images)After spending three months doing a pilot test program in some popular theatres, it turns out that pretty much no one was willing to subject themselves to seats in the front row - even if they were cheaper. Even more, they found that customers generally weren't interested in differentiated seat pricing - though it turns out more people will pay for better seats in higher rows.
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A press release from the company stated, “To ensure AMC’s ticket prices remain competitive, the Sightline at AMC pilot program will come to an end at participating locations in the coming weeks, and the initiative will not roll out nationwide." Executives did add that this doesn't mean that they won't try other plans in the future to get more people into the theatre.
AMC said they have another new plan in the works for next year. This one is likely to go over better with audiences as it involves fancy, comfortable seating in the front row. “AMC is applying its learnings as it pivots to its next innovation — enhanced spacious front row seating with extensive seat recline,” the statement concludes.
“Large, comfortable lounge style seating areas will allow guests to lay all the way back and relax. The angle of the seats will also make it more enjoyable to watch movies from these front row seats closest to the screen," says another statement.
Luckily for AMC, and every other movie theatre company, Barbenheimer, the fan name for the double screenings of Barbie and Oppenheimer, which start today, have brought in a ton of income with seats selling out in a way that hasn't been seen in a decade.
With so many other blockbusters underperforming, some media experts are taking to the internet to talk about movie marketing and releasing interesting titles, rather than engaging in plans for priced seating is going to be the way forward. “Exhibition is navigating a very nuanced balancing act with respect to programming two incredibly high-profile films with ‘Barbie’ and ‘Oppenheimer,’” said Steve Buck of movie data firm EntTelligence. “The winner is simple – the moviegoer.”
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