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AMC Theatres to Pivot Away From Sightline at AMC Following the Completion of the Pilot Test of the Program – New Type of Front Row Seating Will Be Tested Instead

The results learned from Sightline at AMC, the pricing initiative that AMC piloted at select theatres in three U.S. markets, clarified consumer reaction to seat-based pricing in a movie theatre

More than 3 out of every 4 guests who previously sat in the Preferred Sightline section continued to choose Preferred Sightline seating, even with a slight up-charge. And about 9 out of every 10 such guests continued to buy tickets at AMC Theatres, either sitting in the Preferred Sightline section or elsewhere in the theatre

AMC saw little or no increase in patronage of front row seating, despite a modest price reduction for these seats

Competitors did not match either initiative, of raising or lowering prices based on the location of the seats, however. 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

AMC will pivot its focus to testing an entirely different type of spacious front row seating – with extensive seat recline -- in select theatre locations throughout the United States later this year

AMC Theatres® (NYSE:AMC & APE), the largest theatrical exhibitor in the United States and the world, today announced it will soon complete the Sightline at AMC pilot test program at select locations in three U.S. markets. The results of this pilot program clarified consumer reaction to seat-based pricing within a movie theatre.

Among all theatres participating in the Sightline at AMC pilot, AMC saw the following results:

  • More than 3 out of 4 AMC Stubs members who previously purchased tickets within the Preferred Sightline sections of the theatre continued to select those seats, even with the slight upcharge applied.
  • More than 1 out of 10 AMC Stubs members selected a seat outside the Preferred Sightline section, where there was no additional charge.
  • AMC saw little or no incremental lift in front-row attendance, even with a price reduction applied to those seats.

To ensure its ticket prices stay competitive, Sightline at AMC will not continue at the current pilot locations once the test ends in the coming weeks, and the program will not roll out nationwide.

But AMC is applying its learnings as it pivots to its next innovation – enhanced spacious front row seating with extensive seat recline. Beginning in late 2023, AMC will begin testing its newest seating concept. 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.

About AMC Entertainment Holdings, Inc.

AMC is the largest movie exhibition company in the United States, the largest in Europe and the largest throughout the world with approximately 950 theatres and 10,500 screens across the globe. AMC has propelled innovation in the exhibition industry by: deploying its Signature power-recliner seats; delivering enhanced food and beverage choices; generating greater guest engagement through its loyalty and subscription programs, web site and mobile apps; offering premium large format experiences and playing a wide variety of content including the latest Hollywood releases and independent programming. For more information, visit

Category: Company Release


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