AMC Theatres Abandons Variable Seat Pricing, Offers Equal Seating for All

AMC Theater Chain is abandoning its initiative called Sightline, which charged different prices for movie seats depending on their location. The company will end the experiment in August but plans to introduce a new trial involving lounge-style seating in the front rows. AMC's focus on seat pricing comes as attendance has not fully recovered from the pandemic, and the company aims to generate revenue growth through premium-priced tickets and enhanced seating options. Competitors did not follow AMC in re-pricing seats, making the initiative less competitive in test markets.