Fans planning to seeThe Batmanat an AMC theater will have to pay a bit more, in comparison to its competitors.
After multiple delays due to the COVID-19 pandemic,The Batmanis finally playing in theaters around the world. Unfortunately, eager fans may find themselves losing more cash if they plan to attend an AMC screening, as the theater chain is conducting an experiment with price increases.
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Looking at the ticket prices, thestandard screenings forThe Batmancost a dollar more than other movies likeDogorUncharted, while the more elaborate screenings like Dolby and IMAX cost over $20 a ticket. AMC Entertainment CEO Adam Aron explained the new “variable pricing” method, comparing it to other entertainment venues like sporting events and concerts. He stated, “we charge a premium for the best seats in the house - as do just about all sellers of tickets in other industries.”
Diplomatically speaking, Aron’s judgement is flawed. If he honestly thinks people put movies on the same level as live events, he needs a serious reality check. This is the latest in a long line of gentrification in movie theaters. Seeing movies used to be cheap entertainment for everybody. But more and more theaters are boosting themselves as “luxury” experiences, which is counterintuitive to the populist event it actually is. There’s also a growing concern of theaters only screening blockbusters, leavingindependent and mid-budget filmsas direct-to-streaming titles and/or being under-produced.
This is an alarming announcement, and one that only promises a precedent for more greedy decisions down the road. The best thing fans can do right now is spread the word. If everyone is aware and outraged by this, AMC won’t get away with it. So this isn’t something fans should begrudgingly accept. It’s time fans ask themselves:what would Batman do?
