AMC Entertainment Holdings Co., Ltd. AMC plans to price theater tickets based on the customer’s seat during the movie.
what happened: Headquartered in Leawood, Kansas, the company has a three-tier seating arrangement called “Sightline.”
AMC announced that the Sightline rollout will begin on Friday, with seats categorized as “Value,” “Standard,” and “Preferred.”
According to AMC, “Most Loyal Moviegoers” or A-list members are exempt from the Preferred Sightline premium on all bookings.
Related item: How to buy AMC (AMC) shares now
Important reasons: Sightlines apply to all showtimes starting after 4pm at participating locations and are not available on Discount Tuesdays at AMC.
The three tiers are based on the line of sight of the movie screen in the auditorium, with the value seats primarily in the front row and the preferred seats in the middle.
Ticket prices range from low to high as customers choose tiers moving from value to preferred. According to AMC, standard sightline tickets are the most common and available at traditional ticket prices.
AMC shares surged Monday as the company announced flex pricing, with volatility picking up in afternoon trading.
Price action: Benzinga Pro data showed AMC shares closed 11.3% higher at $6.77 on Monday and fell 0.6% in after-hours trading.
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