Evan Agostini/Evan Agostini/Invision/AP
AMC theaters are ditching their ticket pricing plan based mostly on the place the client desires to sit down.
In February, AMC mentioned it might comply with the pricing fashions of different leisure institutions resembling arenas and dwell theaters within the Sightline program. Center seats will value a greenback or two extra, and entrance row seats will probably be barely cheaper.
However on Thursday, the corporate mentioned it was winding down the initiative as persons are nonetheless unlikely to ebook front-row seats regardless of the decrease value. This made AMC’s pricing much less aggressive out there as rivals didn’t comply with go well with with the brand new value construction, the corporate mentioned.
“The evaluation at AMC is not going to proceed at present pilot areas after testing is accomplished within the coming weeks, and this system is not going to be rolled out throughout the nation,” the assertion mentioned.
As a substitute, AMC mentioned will probably be testing new front-row seats that recline again to offer higher visibility.