AMC Testing Pricing Model With ‘The Batman,’ Will Charge More for Tickets
Written by SOURCE on March 2, 2022
Tickets to Warner Bros.’ The Batman may cost more for those who plan to see the movie at an AMC theater.
Adam Aron, who is the CEO of AMC Entertainment, announced on Tuesday that the movie theater chain plans to test variable pricing with the release of the Matt Reeves-directed, Robert Pattinson-starring The Batman.
“Currently, our prices for The Batman are slightly higher than the prices we are charging for other movies playing in the same theaters at the same time,” Aron said during a quarterly earnings call, per Deadline.
Aron continued, “This is all quite novel in the United States, but actually AMC has been doing it for years in our European theaters. Indeed, in Europe we charge a premium for the best seats in the house — as do just about all sellers of tickets in other industries — take sports events, concerts and live theater, for example.”
The news arrives on the heels of industry projections for the latest Batman installment, with experts estimating that the film will bring home $115-125 million at the domestic box office in its opening week. The Batman is also expected to open with $110-120 million overseas for a global total of $225-245 million.
Earlier this week, people who have already seen the movie took to social media to praise the Warner Bros. film. Erik Davis of Fandango called the movie a “ferocious detective drama punctuated by moments of incredibly visceral action,” while Collider editor-in-chief Steven Weintraub said it was “unlike any Batman movie you’ve seen.”
Check out some of the early reviews for The Batman here.
