Elijah Wood, Others Cry Foul Over AMC Theatres New Seat Pricing Method, Says It Will ‘Penalize People For Lower Income’

Numerous critics, including celebrities weigh in on the new. AMC Theatres Pricing structure that charges more for premium seats Movies.

“The Lord of the Rings” Actor Elijah Wood recently spoke out about the situation, saying that charging more for preferred locations is unfair to those with less discretionary income.

“The movie theater is and always has been a sacred democratic space for all,” Wood Tweet. “This new initiative by AMC Theatres would essentially penalize people for lower income and reward for higher income.”

Actor Seth Green was also on board. He agreed. Write The new pricing structure “This is absurdly stupid & only creates unnecessary classism. [AMCTheatres] clearly focused on squeezing new profits anywhere possible. Trying to get people back into theaters? Don’t penalize folks with less to spend.”

AMC’s new Sightline program will be implemented at certain theaters in New York, Chicago, and Kansas City on Friday. The initiative will be rolled out nationwide by the company in 2023.

Ticket prices will be split into three tiers: Preferred Sightline, which includes the most expensive and popular middle seats; Value Sightline, which are offered for a cheaper price for wheelchair-accessible seating and the front row; and Standard Sightline, which covers all other seats in the theater. 

AMC Stubs A-List loyalty program members won’t be charged extra for Preferred Sightline seating, plus they’ll get a discount on Value Sightline seating. The new pricing initiative won’t affect Discount Tuesdays, where all seats are $5.

Many social media users were furious at the new pricing structure. Others pointed out, however, that AMC has been following similar industry standards. 

“Wait till you hear about broadway theatres, concert venues, and just about every entertainment hall,” One person Answered to Wood’s tweet. “What they’re doing isn’t anything new.”

“Sightline at AMC more closely aligns AMC’s seat pricing approach to that of many other entertainment venues, offering experienced-based pricing and another way for moviegoers to find value at the movies,” Eliot Hamlisch is executive vice president and CMO of AMC Theatres. He spoke about the changes, per Variety. 

“While every seat at AMC delivers an amazing moviegoing experience, we know there are some moviegoers who prioritize their specific seat and others who prioritize value moviegoing. Sightline at AMC accommodates both sentiments to help ensure that our guests have more control over their experience, so that every trip to an AMC is a great one.”