The now-canceled Sightline plan was being tested in three US markets, and AMC notes customer response “clarified” things enough to end the pilot. The company stated that it “saw little or no incremental lift in front-row attendance, even with a price reduction applied to those seats” in the testing markets.
AMC, one of the largest movie theater chains in the United States, recently announced the cancellation of its Sightline plan. This plan, which was being tested in three different markets, aimed to encourage customers to sit in the front rows of the theater by offering discounted tickets. However, the customer response to the pilot program was not as positive as anticipated, leading AMC to make the decision to end the experiment.
According to AMC, the testing revealed that there was minimal to no increase in the number of people choosing to sit in the front row, despite the reduced prices. This outcome was unexpected for the company, as they had hoped that the lower costs would entice moviegoers to try out the front-row seats. However, it seems that customers were not interested in sacrificing their viewing experience for a lower ticket price.
One of the factors that influenced AMC’s decision to cancel the Sightline plan was the lack of response from its competitors. Other movie theater chains did not attempt to match the discounted ticket prices or replicate the scheme in any way. This lack of interest from competing theaters suggested to AMC that the concept might not have been as appealing to customers as they had initially thought.
While the Sightline plan may not have been successful, it raises an interesting question. Could moviegoers have achieved a similar result by simply purchasing regular or cheaper tickets for less crowded showings a week after the movie’s release? By doing so, they could have avoided the crowded front rows and found seating that provided a more enjoyable viewing experience. This alternative approach would have allowed customers to have a better view of the screen without compromising on comfort.
Despite the setback with the Sightline plan, AMC remains determined to enhance the front-row seating experience for its customers. The company plans to introduce new, “enhanced spacious front row seating with extensive seat recline” in late 2023. This new seating arrangement will allow guests to recline their seats fully, similar to how they would sit at home while streaming movies. By replicating the comfort of home viewing, AMC hopes to attract more customers to the front rows and provide a more enjoyable movie experience.
It’s worth noting that AMC is not the only theater chain experimenting with reclining front row seats. Several other theaters have already implemented this concept, finding success in attracting customers to the front rows. By allowing guests to recline their seats, these theaters have created a more comfortable and immersive viewing experience, making the front row a desirable option for moviegoers.
In conclusion, AMC’s decision to cancel the Sightline plan was influenced by the lack of incremental attendance in the front rows and the minimal response from competitors. However, the company remains committed to improving the front-row experience by introducing enhanced and reclining seating. With these new features, AMC hopes to provide customers with a comfortable and enjoyable movie-watching experience in the front rows. While the experiment did not yield the desired results, it opens up a broader discussion on alternative strategies for improving the movie theater experience for all patrons.