Actor Elijah Wood is not a fan of AMC Entertainment’s recent move to charge different prices for different seats inside its theaters.
“Film theater is a sacred democratic space for all and this new initiative by it @AMCTheatres Basically punishing people for low incomes and rewarding high incomes,” the actor tweeted on Tuesday following news from the world’s largest theater circuit that it would charge higher prices for seats with the best “line of sight” to the screen.
Less attractive locations — like front row — are cheaper.
The world’s largest exhibitor already does this in an unspecified number of theaters and will continue the rollout this year.
The post-pandemic theater industry is still on shaky ground as the box office slowly recovers, a way to boost revenue and drive people to the AMC loyalty program. The new price will not apply to AMC Stubs A-List members, or to most theaters that do not have reserved seats. The chain has reserved seating at most large-market locations.
The program is called Sightline AMC and the discount applies to all showtimes after 4pm except Tuesdays Seating options within an auditorium will now be in the Standard Sightline, Standard Sightline, or Preferred Sightline categories. Standard sightlines, the most common, stick to traditional ticket prices. The company said the initiative “more closely aligns AMC’s seat pricing approach than many other entertainment venues, providing experience-based pricing and another way for moviegoers to find movie value.”