{"id":771412,"date":"2023-07-20T16:54:01","date_gmt":"2023-07-20T20:54:01","guid":{"rendered":"https:\/\/www.marketnewsdesk.com\/index.php\/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\/"},"modified":"2023-07-20T16:54:01","modified_gmt":"2023-07-20T20:54:01","slug":"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","status":"publish","type":"post","link":"https:\/\/www.marketnewsdesk.com\/index.php\/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\/","title":{"rendered":"AMC Theatres to Pivot Away From Sightline at AMC Following the Completion of the Pilot Test of the Program \u2013 New Type of Front Row Seating Will Be Tested Instead"},"content":{"rendered":"

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AMC Theatres to Pivot Away From Sightline at AMC Following the Completion of the Pilot Test of the Program \u2013 New Type of Front Row Seating Will Be Tested Instead<\/b><\/p>\n

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<\/i><\/p>\n

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<\/i><\/p>\n

AMC saw little or no increase in patronage of front row seating, despite a modest price reduction for these seats<\/i><\/p>\n

Competitors did not match either initiative, of raising or lowering prices based on the location of the seats, however. To ensure AMC\u2019s 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<\/i><\/p>\n

AMC will pivot its focus to testing an entirely different type of spacious front row seating \u2013 with extensive seat recline — in select theatre locations throughout the United States later this year<\/i><\/p>\n

LEAWOOD, Kan.–(BUSINESS WIRE<\/a>)–
\nAMC Theatres\u00ae (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.<\/p>\n

\nAmong all theatres participating in the Sightline at AMC pilot, AMC saw the following results:<\/p>\n