Elijah Wood has spoken out against AMC theaters for introducing a new tiered pricing system that he believes is "penalizing people with lower income."
The Kansas-based movie theater chain with locations around the world is about to start implementing a change in the way moviegoers can maximize their experiences in theaters.
Sightline at AMC is a new seat pricing initiative that will benefit patrons selecting prime seats in auditoriums if they pay a little extra on top of the standard admission cost.
Touted as the "next evolution of value pricing," AMC will offer three options: Standard, Value and Preferred seating.
The seating model is based on live event venues like Broadway houses or concert arenas, where the price of a ticket depends on where audience members select seats.
But unlike the coveted seats near the front of the stage in live theatrical events, the front row in movie theaters is undesirable.
As such, Sightline will charge less for front-row seats and more for the ones located in the preferred middle sections in AMC auditoriums.
The "Standard" seats will be sold at the regular admission cost, and the "Value" seats will cost less.
But opting out of the upgrade and sitting up front will still come at a cost as patrons will be forced to crane their necks upward for 2+ hours.
Patrons selecting "Preferred" seating will sit at an optimal vantage point if they are willing to shell out a few more bucks.
Those who are members of the AMC Stubs A-List rewards program can select Preferred Sightline seats at no additional cost.
But is it all worth it?
Elijah Wood doesn't think so.
In fact, the Lord of the Rings actor thinks the hierarchical seating arrangement will breed resentment.
On Monday, he tweeted:
"The movie theater is and always has been a sacred democratic space for all and this new initiative by @AMCTheatres would essentially penalize people for lower income and reward for higher income."
\u201cThe movie theater is and always has been a sacred democratic space for all and this new initiative by @AMCTheatres would essentially penalize people for lower income and reward for higher income.\u201d— Elijah Wood (@Elijah Wood) 1675722702
The average moviegoer couldn't agree more.
\u201c@elijahwood @AMCTheatres Me: An avid movie theater go-er. \n\nMe now: You know what waiting for streaming ain't that bad.\u201d— Elijah Wood (@Elijah Wood) 1675722702
\u201c@elijahwood @AMCTheatres I\u2019m also thinking about the exhausted low-wage employees who will be tasked with trying to enforce this new tier-priced seat assignment policy \ud83d\ude35\u200d\ud83d\udcab\ud83d\ude35\u200d\ud83d\udcab\ud83d\ude35\u200d\ud83d\udcab\u201d— Elijah Wood (@Elijah Wood) 1675722702
\u201c@elijahwood @AMCTheatres This is ridiculous, especially for those of us who are disabled-- would those seats count as "middle" and therefore cost more?! We have no other choice of seating!\u201d— Elijah Wood (@Elijah Wood) 1675722702
\u201c@elijahwood @AMCTheatres Perfect example of corporate greed. Thanks for your words and support, Elija.\u201d— Elijah Wood (@Elijah Wood) 1675722702
\u201c@elijahwood @AndreaRaeLAc @AMCTheatres It seems demoralizing & demeaning. Going to the movies is a special thing, it's a treat, it's a mini-vacation. It would feel sad to be relegated to the cheap seats if I couldn't afford a good one. That would take away from my experience.\n\nIt's a mean idea. I don't like it.\u201d— Elijah Wood (@Elijah Wood) 1675722702
While streaming movies from the comfort of one's home has deterred people from physically going to the cinema post-pandemic, some users think Sightline would be a further detriment to movie theater ticket sales.
\u201c@elijahwood @AMCTheatres Declining attendance at movie theaters over the last decade and this is their solution. \n\nCant wait for ticket fees like Ticketmaster\u201d— Elijah Wood (@Elijah Wood) 1675722702
\u201c@elijahwood @AMCTheatres It\u2019ll just make people stay home more often than not.\u201d— Elijah Wood (@Elijah Wood) 1675722702
\u201c@elijahwood @AMCTheatres Of ALL the times to raise the bar for a satisfying movie-going experience, the long tail of a Global Pandemic seems an especially daft time to do it!\u201d— Elijah Wood (@Elijah Wood) 1675722702
\u201c@elijahwood @AMCTheatres And this is yet another reason why I don't see a point in going to see movies in theaters anymore, and I used to go every week. Now? It costs less to wait a month or so then rent a film via Amazon than it does for two tickets anymore.\u201d— Elijah Wood (@Elijah Wood) 1675722702
Others, however, think Sightline is a worthy solution for audiences who want more control in their moviegoing experience.
\u201c@elijahwood @AMCTheatres I don\u2019t feel it\u2019s that way at all. This will really help consumers identify the best position in the auditiorium to watch a movie. Filmgoers most interested in this \u201cpreferred sightline\u201d will find value in having these seats made more available by the cost premium.\u201d— Elijah Wood (@Elijah Wood) 1675722702
\u201c@elijahwood @AMCTheatres It actually helps people get discounts at seats that are t as popular but you ignore that fact.\u201d— Elijah Wood (@Elijah Wood) 1675722702
\u201c@elijahwood @AMCTheatres It sounds like a step in the right direction for me. I would rather pay more and be surrounded by like-minded people there for the experience than pay a cheaper price and deal with people talking and playing on their phones.\u201d— Elijah Wood (@Elijah Wood) 1675722702
In the official AMC press release, the company's Chief Marketing Officer Eliot Hamlisch said:
"Sightline at AMC more closely aligns AMC’s seat pricing approach to that of many other entertainment venues, offering experience-based pricing and another way for moviegoers to find value at the movies."
"While every seat at AMC delivers an amazing moviegoing experience, we know there are some moviegoers who prioritize their specific seat and others who prioritize value moviegoing."
"Sightline at AMC accommodates both sentiments to help ensure that our guests have more control over their experience, so that every trip to an AMC is a great one."
AMC has already launched Sightline in select markets across the country and is expected to continue expanding until the end of the year.
For those wishing to avoid making a decision about where to sit and pay accordingly, there's some good news.
The AMC website states that the Sightline program is applied to all showings that begin after 4 p.m. at select locations and "is not available on Discount Tuesday at AMC."
Fancy a matinee?
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