The next time you go to your local AMC cinema, you might end up paying a little more than you initially thought. The largest movie theater chain in the United States today announced a new pricing initiative called Sightline at AMC, under which guests will pay different prices based on seat location in the auditorium. Clients will be given the option to pay more or less depending on the location of their seat in the viewing room itself. In theory, this means that a front row seat will cost less than a middle seat, where a better view can be available.

This new initiative will begin on Friday, February 10 at select AMC locations in New York, Chicago, and Kansas City, and will expand to all local AMC locations by the end of 2023. AMC will offer guests three different seat pricing options. The first is the Standard Sightline, described as “the seats most common in auditoriums and available at traditional ticket prices.” In addition, there is Value Sightline, referred to as “front-row seats in the auditorium, as well as select ADA seats in each auditorium, which are available at a lower cost than standard sightline seats.” It should be noted that Value Sightline will only be available to AMC Stubs members, including Free Tier members.

The third option is Preferred Sightline, which is “seats in the center of the room and is priced higher than standard sightline seats.” AMC Stubs A-List members will be able to reserve seats in the Preferred Sightline Section at no additional cost.

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Image via AMS

Cinemas that will offer Sightline on AMC are expected to offer moviegoers a detailed seat map showing all seat options through the online ticketing process, through the AMC app, or in person at the box office. Line of sight on AMC applies to all sessions that start after 4:00 pm at participating locations. This will not apply on Discount Tuesdays, when all movie tickets are on sale up to $5 off.

“Sightline at AMC aligns AMC’s approach to seat pricing more closely with that of many other entertainment venues, offering experience-based pricing and another way for moviegoers to find value in movies,” he said. Eliot Hamlish, executive vice president and director of marketing at AMC Theaters. “While every seat at AMC provides an amazing movie experience, we know that some moviegoers have a preference for their particular seat, while others have a preference for valuable movie viewing. Sightline at AMC addresses both senses to help our guests take better control of their experience so that every trip at AMC is great.”