‘I don’t understand’ AMC charging extra for better seats

  • “I really don’t understand,” Banks told Insider of AMC Theaters’ plan to charge more for where you sit.
  • The chain, which is the largest in the world, announced that there will be three pricing options for where you sit.
  • “For me, it’s about access,” Banks said. “I just want to make sure we’re creating as much access to our entertainment as possible.”

Elizabeth Banks isn’t a fan of AMC Theaters’ recent announcement that it will charge different ticket prices based on where you sit in its auditoriums. The price will cost a few dollars more if you select a seat in the middle of a theater.

“I really don’t understand,” Banks told Insider on Tuesday while promoting his upcoming film, “Cocaine Bear.”

“I think the business model for everything in entertainment is in flux right now, so I understand people are being creative where they can,” she continued. “I just want to make sure the biggest audience gets to see the biggest amount of movies.”

“So for me it’s about access,” she added. “I just want to make sure we’re creating as much access to our entertainment as possible. That’s what I’m most concerned about.”

AMC Theaters did not immediately respond to a request for comment.

Banks’ comments come on the heels of the backlash to price news spreading across social media. “Lord of the Rings” star Elijah Wood was among the many people who criticized the change.

“Cinema is and always has been a sacred democratic space for all and this new @AMCTheatres initiative would essentially penalize people for lower income and reward people for higher income,” he tweeted.

On Feb. 6, AMC, the world’s largest theater chain, announced new price ranges for seats, which it is calling Sightline.

There are three different seat pricing options:

  • Standard Sightline, which will be a traditional cost for the most common seats
  • Value Sightline, which will be priced lower than Standard seats and include front-row seats or ADA seats
  • Preferred Sightline, seats in the middle of the auditorium that will be priced at a premium over Standard

AMC has launched Sightline in select locations and plans to release it to all US locations by the end of the year. AMC Stubs A-List members will not be charged extra for the Preferred Sightline option.

Until now, viewers have only paid extra for tickets when viewing titles on large-format screens such as IMAX and 4DX.

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