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Elizabeth Banks Joins Elijah Wood In Criticize AMC’s New Seating-Based Pricing System

Forbes 2/15/2023 Marisa Dellatto, Forbes Staff

Topline

Director and actress Elizabeth Banks told Insider she is concerned AMC Theatres’ new pricing model—which charges more for the most-desirable seats located in the middle of a theater—will harm “access” to movies, echoing similar complaints from actor Elijah Wood.

Elizabeth Banks at the Academys 13th Governors Awards held at the Fairmont Century Plaza on November 19, 2022 in Los Angeles, California. Variety via Getty Images

Key Facts

Banks told Insider her concerns about the plan are about “access,” and that she wants “to make sure that the widest audience gets to see the widest amount of movies."

The Cocaine Bear director said she doesn’t “get it,” though she noted “the business model for everything in entertainment is in flux right now,” so she understands “that people are being creative where they can.”

Crucial Quote

“The movie theater is and always has been a sacred democratic space for all,” Wood tweeted after the plan was announced. “and this new initiative by @AMCTheatres would essentially penalize people for lower income and reward for higher income.”

Key Background

AMC, the world’s largest movie theater chain, announced its new pricing model last week. Prices for seats located in Standard Sightline areas—“the most common in auditoriums”—will remain unchanged. Seats in Value Sightline areas—”in the front row of the auditorium, as well as select ADA seats in each auditorium”—will be offered at a lower cost, while seats in Preferred Sightline areas—“typically in the middle of the auditorium”—will be priced at a “slight premium,” according to AMC. This pricing model will be in effect during movies scheduled after 4 p.m. at certain locations. “ “While every seat at AMC delivers an amazing moviegoing experience, we know there are some moviegoers who prioritize their specific seat and others who prioritize value moviegoing,” said Eliot Hamlisch, EVP and CMO, AMC Theatres.

Tangent

Movie theaters were one of the businesses most affected by Covid-19 lockdowns, and audiences have still not fully returned in the levels they were attending before the pandemic started. The 2022 domestic box office grossed $7.36 billion, compared to the $11.36 million it grossed in 2019.