AMC starts surge pricing as 'The Batman' opens on Long Island

AMC CEO Adam Aaron announced that the company is experimenting with variable pricing for "The Batman," which opened Thursday.

News 12 Staff

Mar 3, 2022, 11:12 PM

Updated 834 days ago

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Moviegoers on Long Island could be spending more money if they are hoping to see a blockbuster in theaters.
AMC CEO Adam Aaron announced that the company is experimenting with variable pricing for "The Batman," which opened Thursday.
Variable pricing means that people have to pay more for their ticket for a blockbuster movie than they would for another movie in the same theater at the same time.
"This is all quite novel in the United States, but actually AMC has been doing it for years in our European theaters," Aron says. "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...think sports events, concerts and live theater for example."
The new surge pricing comes after "Spider-Man: No Way Home" became the first film since the start of the pandemic to make $1 billion at the box office globally.
While some residents see it as basic supply and demand, others aren't sure it's a good for the company.
"I'm such a Netflix person now, I haven't been to the live theater in so long," says Cold Spring Harbor resident Carolyn Genovese. "I don't think it's a great idea. I think we are struggling as it is to make ends meet, so upping prices for something like that ... I don't know."
A ticket for "The Batman" at the AMC in Huntington costs $15.59 while it costs a dollar less for other movies at the same time.


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