“Nobody sits in row one,” says the CEO of America’s largest theater chain
. “Under the pre-Sightline structure of the industry, if we wanted to raise the price in a theater, the only choice we had was to raise the price on all the seats.”
“If we felt the need to raise prices, we might only do it in the most popular seats in an auditorium and actually hold the line and not raise prices on other seats. So, it is a way of increasing the price now, but preventing a price increase later on.”Of course, AMC has consistently fragmented moviegoing for years, creating nonsense premiums, like “Laser,such a headache. So now they’re breaking that down even further to avoid charging theatergoers even more in the future.
“I am looking at ‘heat maps’ what seats are booked for a particular movie, and nobody sits in row one,” said the CEO of America’s largest theater chain, who probably could’ve surmised that no one sits in the front row. Rows three to 18 are booked solid. Row one is empty.” It feels like Aron suddenly realized that sitting in the front row
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