✖ Movie-goers attending a showing of The Batman paid more for their ticket than they would have for any other movie showing at AMC Theaters last week. AMC said it would begin test"dynamic pricing" for its locations beginning with the Warner Brothers blockbuster. According to one exhibition insider, it's a pricing model that won't go away anytime soon.
He added,"I don't think it does anything to raise attendance. When you raise prices, you're going to lose people. It's a sign that AMC says we're not getting those people back, but we can use the audience we have to bolster us." "Currently, our prices for The Batman are slightly higher than the prices we are charging for other movies playing in the same theaters at the same time," Aron said during AMC's earnings webcast."This is all quite novel in the United States, but actually AMC has been doing it for years in our European theaters.