AMC Theaters CEO Adam Aron dropped a bombshell this week by announcing the exhibition chain will charge more for tickets to “The Batman” as part of a variable pricing experiment. Ticket…
” as part of a variable pricing experiment. Tickets to the Robert Pattinson-starring comic book tentpole will be “slightly higher than the prices… for other movies playing in the same theaters at the same time,” Aron said during an AMC earnings call. According to, AMC is charging an extra $1.50 on adult tickets for “The Batman” in Los Angeles.
While “The Batman” marks AMC Theaters’ first notable use of variable pricing in the U.S., it’s a concept many blockbuster directors have been predicting for nearly a decade. Speaking at a 2013 panel at the University of Southern California, “What you’re going to end up with is fewer theaters,” Lucas said in 2013 . “Bigger theaters, with a lot of nice things. Going to the movies is going to cost you 50 bucks, maybe 100. Maybe 150. And that’s going to be what we call ‘the movie business.’ But everything else is going to look more like cable television on TiVo.
Spielberg was right about “day and date” releases, in which films open in theaters on the same day they become available on VOD/streaming platforms, and now his prediction about superhero films costing more than drama films is turning out to be true. Ron Howard also agreed with the prediction, saying at Wall Street Journal‘s 2020 Tech Live conference that movie exhibition is going to end up more like Broadway exhibition.
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