If movie theaters are trying to bring their audiences back after the pandemic, Sightline at AMC is not going to do any favors.

The breakdown is as follows per AMC:

• Standard Sightline – these seats are the most common in auditoriums and are available for the traditional cost of a ticket.
• Value Sightline – these seats are in the front row of the auditorium, as well as select ADA seats in each auditorium, and are available at a lower price than Standard Sightline seats. Value Sightline pricing is only available to AMC Stubs members, including the free tier membership – AMC Insider.
• Preferred Sightline – these seats are typically in the middle of the auditorium and are priced at a slight premium to Standard Sightline seats. As an added benefit to AMC’s most loyal moviegoers, AMC Stubs A-List members may make reservations in the Preferred Sightline Section at no additional cost.

It is not available on Discount Tuesdays. Furthermore, it is only for showings after 4 PM. This would be better news except AMC is no longer running its earlier matinee screenings outside of summer.

This statement is where AMC just does not get it. I cannot stress this enough! Why are they trying to become Broadway or sporting events? It makes no damn sense!

“Sightline at AMC more closely aligns AMC’s seat pricing approach to that of many other entertainment venues, offering experienced-based pricing and another way for moviegoers to find value at the movies,” said Eliot Hamlisch, EVP and CMO, AMC Theatres. “While every seat at AMC delivers an amazing moviegoing experience, we know there are some moviegoers who prioritize their specific seat and others who prioritize value moviegoing. Sightline at AMC accommodates both sentiments to help ensure that our guests have more control over their experience, so that every trip to an AMC is a great one.”

AMC is trying out this ridiculous nonsense in select theaters in New York, Chicago, and Kansas City for the time being. This absurd idea will also expand to all domestic AMC theaters by the end of the year. The whole idea of paying a price based on a seat location in a movie theater is almost certainly going to drive me away permanently except for press screenings. Do I need to stress just how terrible this idea is?!? It’s certainly bad enough that ticket prices have soared way too high, even on this end of the pandemic. Higher prices are not going to get an audience to come back, not when families are already having to pay for babysitting with their kids at home. Combined prices for tickets and concessions will not bring these families back either.

You probably do not want to know the number of people who are waiting to watch films on streaming. Sightline at AMC is not going to make this any better. People are just going to wait for films to hit streaming or turn to another chain for movies. Thankfully, Chicago also has Landmark, Alamo Drafthouse, and the Music Box theatre. Unfortunately, AMC just has too many theaters in the city.

Give me a break, AMC Theatres.

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