And if the price of your movie ticket depended on which seat you chose, what would you think? Well, it is exactly this plan that AMC, owner of the largest chain of cinemas in the United States, intends to implement. In this way, viewers would no longer be charged solely for sessions, but for the places they choose to see the film.
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It would be something very similar to what some sporting events do, for example, in which you pay for your ticket according to the “quality” of the place you chose (closer or further away from the match). In this sense, moviegoers could choose to pay cheaper for seats very close to the screen and more expensive for seats located in the middle of the cinema (which are considered the best).
Would the trend of charging according to the seat at the cinema catch on in Brazil?Source: CNN Business
The AMC initiative will begin airing this Friday (10) in select US locations, including New York, Kansas and Chicago. Afterwards, the company’s idea is to expand the action to other states and cities by the end of the year.
How the new charge works:
In the new model of AMC, there will be three ticket options for those interested. Are they:
– Standard Sightline: according to the company’s description, they would be “the most common seats in auditoriums and which are available at traditional prices”.
– Value Sightline: “front row seats in the auditorium, as well as other select seats, which are available at lower prices.”
– Preferred Sightline: “seats in the middle of the auditorium that cost more than the others”.
AMC’s bet will map, at the time of purchase, the price options according to each available seat and will be valid for all films showing on the company’s network.
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“Sightline on AMC makes AMC seat prices more similar to other entertainment events, offering a price-driven experience and another way for moviegoers to find value in the theater,” said Eliot Hamlisch, executive, AMC Theaters.
The questions that remain are: would this be a new model for cinemas around the world? Does fashion catch on in Brazil? For now, we’ll have to wait for AMC’s experience to draw more conclusions.