AMC Tests Variable Pricing With Higher Tickets for ‘The Batman’

AMC will be testing a variable pricing model in the U.S. which could end up making tickets to “The Batman” more expensive, CNBC wrote Tuesday (March 1).

According to CEO Adam Aron, this means new releases might cost more than other movies playing at the same time.

But it wasn’t clear how much more the tickets will be.

AMC has raised weekend prices above midweek prices in the past. Now Aron says they’re just following that same playbook. He called AMC a “bolder thinker” in terms of ticket pricing. He said the company was willing to take more risks in trying things like this.

“This is all quite novel in the United States, but actually AMC has been doing it for years in our European theaters,” he said during an earnings call. “Indeed, in Europe, we charge a premium for the best seats in the house, as do just about all of the sellers of tickets in other industries.”

CNBC notes that “The Batman” is likely to gross $80 million during its opening weekend in North America. The movie opens Friday (March 4).

Read more: AMC Acquires Anime Distributor Sentai

AMC also recently announced that it had bought Sentai, an aime distributor, along with its Hidive streaming service, PYMNTS wrote.

This will give the platform another targeted streaming service, along with Shudder, IFC and SundanceTV.

The deal included Sentai Studios, the Anime Network and its catalog of titles.

Read more: AMC Offers Limited-Edition NFTs to Spider-Man Fans

AMC also recently decided to offer limited-edition NFTs based on the Spider-Man character, in connection with the massively popular “Spider-Man: No Way Home” movie from December.

PYMNTS wrote that the theater company said people who bought opening day tickets for the movie would get one of 86,000 limited-edition NFTs while the supplies lasted.

The total production of the NFTs was around 90,000, and there were more than 100 NFT designs.