The release of The Batman is one of the most anticipated of the year. With that anticipation, AMC is testing out a new pricing format for cinephiles. CEO Adam Aron announced on Tuesday that the theater chain is beginning to experiment with ‘variable pricing’ for different films. They’re beginning this experiment with The Batman and it’s being done as a change in strategy for movie theaters as the business continues to struggle coming out of the COVID-19 pandemic.
During an earnings call, via Entertainment Weekly, Aron said that ticket prices for The Batman are “slightly higher than the price for other movies playing in the same theaters at the same time.”
Aaron stated, “This is all quite novel in the United States, but actually, AMC has been doing it for years in our European theaters. Indeed, in Europe, we charge a premium for the best seats in the house, as do just about all other sellers of tickets in other industries — think sports events, concerts, and live theater, for example.”
In Aron’s opinion, charging more for The Batman is no different from theater chains already charging higher prices for different showtimes.
“AMC has been a bold thinker in the area of pricing. One who is willing to take risk, and one who is willing to lead, and one who sees considerable upside opportunity for us ahead if we continue to be imaginative.”
So I guess people will be going to other theaters this weekend to see The Batman.