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
20 Juillet 2023 - 7:35PM
Business Wire
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
www.amctheatres.com.
Category: Company Release
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version on businesswire.com: https://www.businesswire.com/news/home/20230720336290/en/
Ryan Noonan, (913) 213-2183 rnoonan@amctheatres.com
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