
AMC Theatres is charging higher prices for tickets to The Batman, CEO Adam Aron announced Tuesday, as the movie theater chain begins to experiment with so-called variable pricing for different films. The news marks the arrival, at last, of a long-anticipated change in strategy for movie theaters, coming as the business continues to struggle amid the COVID-19 pandemic.
According to Entertainment Weekly
Hard to say I’m surprised considering the hit the industry took throughout the pandemic. It’ll be interesting to see how the ‘experiment’ works and if it will operate this way moving forward.