CEO of AMC Entertainment, Adam Aron, has announced that tickets for the newest DC superhero movie, The Batman, will cost more than other movies when it opens this week as the theatre chain experiments with variable pricing.
During a webcast following quarterly earnings, Aron stated, “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,” He said the move follows a few years after it successfully raised weekend pricing above midweek levels at some of its U.S. locations.
“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.” Aron sees “considerable upside opportunity ahead if we continue to be imaginative” on pricing.
Because he wasn’t asked for specifics, he didn’t give any, but after a quick search it is revealed through the AMC Empire 25 in Times Square, tickets for The Batman, will be $18.99, a dollar more than tickets for Uncharted and Dog.
The Batman hits theatres on March 4th.