AMC Theaters to charge more for The Batman tickets with demand-based pricing

The expectation is high for Batman’s new live-action version of the caped crusader from director Matt Reeves (War for the Planet of the Apes) starring Robert Pattinson and Zoë Kravitz. So high, in fact, that AMC Theaters has begun experimenting with higher ticket prices for some of the year’s biggest blockbusters since The Dark Knight’s last release.

AMC CEO Adam Aron announced the decision Tuesday, telling investors that the company will be introducing “variable pricing” (that is, demand-based pricing) across its theater chain. “AMC has been a bold thinker in terms of pricing,” said Aron. “Someone who is willing to take risks, and one who is willing to lead, and one who sees significant growth opportunities for us if we continue to be imaginative.”

Variable pricing is far from a new idea, especially in European cinemas, but American cinemas have resisted for a long time, with the exception of matinees and a few other exceptions. But as theaters are still struggling to grow and maintain attendance in the wake of the COVID-19 pandemic, AMC’s move to implement demand-based pricing appears to be an attempt to counter this.

Batman U.S. and Canadian ticket sales are forecast to hit over $100 million between Thursday and Sunday this weekend. AMC has not yet revealed how high the fees for popular films will be, as well as what other upcoming films besides Batman will depend on variable prices.

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