From CNET: AMC Theaters is ending its Sightline preferred seating trial because it didn't affect consumer behavior, the company said Thursday. This means that in the select theaters where Sightline was being tested, all seats will now be the same price, regardless of position.
Sightline gave customers the option to pay slightly more to sit in the middle seats, often considered the best seats when viewing a movie. The front rows, however, were slightly discounted. AMC found that three out of four guests who had previously sat in those middle seats continued to do so, paying the upcharge. The theater company didn't see more people sitting in the front rows, despite the discount.
AMC said it will end the Sightline trial in an effort to remain competitive and that it also didn't see other chains emulate the model. AMC, however, said it'll try a new program with select theaters in the coming weeks. In an effort to get people to sit in the front row, the company said it'll offer spacious front row seats with "extensive seat recline" later this year.
AMC Theaters didn't immediately respond to a request for further comment.
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