The US is introducing a rule that has long been in effect in post-Soviet countries: it will affect your leisure time

AMC, the largest movie theater chain in the US, will start selling tickets at various prices starting February 10. The new approach, called "Sightline at AMC," evaluates places in terms of how well they can see the screen, reports CBS.

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In US cinemas, seats are not indicated on the ticket. And they all cost the same - you just buy a ticket and take any seat in the hall. AMC decided to change this approach.

“With Sightline at AMC, moviegoers now have the option to pay less or more for a movie ticket depending on seat selection,” AMC said in a February 6 statement.

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The company will offer three levels of seats: inexpensive, standard and preferred. Seats that are less in demand, such as those in the front row of a cinema, will be discounted at the lowest price. Discounted seats are only available to members of AMC Stubs, the network's rewards club, which is free to join. Standard seats are the most common and will be available at regular ticket prices.

Preferred sightline seats will cost more, according to AMC. The company did not disclose how much the different seat levels will cost. Prices are already in effect in some cinemas and will be widely distributed by the end of the year.

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AMC stated that the pricing structure is similar to other establishments' ticketing approaches. For example, in theaters and sports arenas, seats with better views are significantly more expensive than seats with poorer views.

"Sightline at AMC more closely aligns AMC's approach to seat pricing with that of many other entertainment properties, offering experience-based pricing and another way for moviegoers to find value at the movies," AMC Chief Marketing Officer Eliot Hamlisch said in a statement. “While every location at AMC provides an amazing movie-going experience, we know there are moviegoers who prioritize their specific location while others prioritize a valuable movie-going experience.”

Impact of the pandemic

AMC has been hit hard by the pandemic as its revenue has plummeted in 2020 and 2021. The company's shares are down 51% year-over-year, although its financials have bounced back last year. As moviegoers returned to theaters in 2022, AMC reported third-quarter revenue of $968,4 million in the fall, up from $763,2 million last year.

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"We were encouraged that the industry's July box office was down just 12% from pre-pandemic July 2019, but we also predicted, quite correctly, that major films would be missed in August," AMC CEO Adam Aron told Wall analysts. Street in the November income statement.

However, AMC remained at a loss: its net loss for the quarter widened to $226,9 million from $224,2 million a year ago.

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