AMC Theatres Abandons Controversial Variable Seat Pricing Plan

AMC Entertainment is discontinuing its variable pricing program, Sightline, after a pilot test showed little increase in patronage for cheaper front row seating. The test did reveal that customers who previously sat in the Preferred Sightline section continued to choose those seats, even with a slight up-charge. AMC will now focus on testing a different type of spacious front row seating with extensive seat recline. The Sightline initiative, which offered seat selections based on sightline of the movie screen, faced criticism and will not roll out nationwide.