AMC Theatres is changing their ticket prices. The company has introduced a new idea where a prime seat will increase the ticket cost.

The nation’s most extensive exhibition chain has implemented Sightline at AMC. This is ticket pricing based on auditorium seating positions. Much like a music concert, sporting event, or Broadway, moviegoers can pay more or less depending on where they want to sit in the venue. Front-row seats are cheaper, and seats in the middle of the theater are more expensive.

AMC will be implementing three different seat fare options. The first is the Standard Sightline, described as “seats that are the most common in auditoriums and are available for the traditional cost of a ticket.” Second, “seats in the front row of the auditorium, as well as select ADA seats in each auditorium, and are available at a lower price than standard sightline seats.” Last is the Preferred Sightline option: “seats in the middle of the auditorium and are priced at a premium to standard sightline seats.” AMC Stubs A-List members can reserve seats in the Preferred Sightline section at no additional charge.

Theaters offering Sightline on AMC must provide a detailed seating chart listing each seat option during the ticketing process online, on the AMC app, and at the box office. Sightline at AMC applies to all show times starting after 4 pm at the participating location. However, it will not be valid on Discounts Tuesdays when all movie tickets are on sale for $5.

An article in Variety quotes the Executive VP and CMO at AMC Theaters, Eliot Hamlisch, on the situation. “Sightline at AMC more closely aligns AMC’s seat pricing approach to that of many other entertainment venues, offering experienced-based pricing and another way for moviegoers to find value at the movies,” said  Hamlisch. “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.”

The new decision will begin Friday at select AMC locations in New York, Chicago, and Kansas City and will then expand to all AMC locations nationwide by the end of the year.