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AMC Theatres’ Seat Pricing Increase: A Risky Bet at a Perilous Time - Hollywood Reporter

AMC Theatres’ Seat Pricing Increase: A Risky Bet at a Perilous Time - Hollywood Reporter

AMC Theatres’ Seat Pricing Increase: A Risky Bet at a Perilous Time - Hollywood Reporter
Feb 07, 2023 48 secs

In a rare if not unprecedented move, theater chains across the U.S. and Canada lowered the cost of admission for a new Hollywood release, the octogenarian sports comedy 80 for Brady, in partnership with Paramount.

For years, some distribution executives have argued in favor of variable pricing, whereby tickets are lowered depending upon a movie’s target audience.

The news quickly put the 80 for Brady initiative on the back burner since AMC’s plan goes in the opposite direction by introducing higher costs.

Behind the scenes, there’s concern that AMC’s Sightline seating will create consumer confusion and dampen movie attendance even if revenue is higher.

Beginning Feb. 10, AMC will implement the plan in roughly 40 theaters in the larger New York, Chicago and Kansas City markets, studio sources who were briefed by the circuit tell THR.

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