AMC Entertainment is pivoting away from its Sightline program. However finding new ways to lure patrons may become more important to the global box office.
AMC Entertainment AMC is pivoting away from its Sightline program. The controversial program was announced in February 2023. In a press release, AMC described the pilot program as providing “moviegoers with seating selections based on their sightline of the movie screen within the auditorium, including seats in Value Sightline, Standard Sightline, and Preferred Sightline sections.”
The program was supposed to encourage patrons to buy reduced-price front-row seats. However, the theater chain announced they had seen little or no increase in front-row seat selection at the three pilot locations. The announcement included that AMC will launch a “different type of spacious front row seating – with extensive seat recline” in select US theaters later this year.
