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

High anticipation is a sign of good fortune BatmanMatt Reeves directs ‘The Caped Crusader: The New Live-Action Version of 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, starting with the Dark Knight’s latest outing.

AMC CEO Adam Aron revealed this decision on Tuesday, telling investors that the company would be bringing “variable pricing” (i.e. AMC CEO Adam Aron announced this decision on Tuesday, telling investors that the company would be bringing “variable pricing” (i.e. demand-based pricing), to its theater chain. “AMC has been a bold thinker in the area of pricing,” Aron said. “One who is willing to take risk and one who is willing to lead and one who sees considerable upside opportunity for us ahead if we continue to be imaginative.”

Although variable pricing is not a novel idea in Europe, it has been used in America for many years. The only exception to this rule was matinees. But with movie theaters 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 counteract this.

BatmanThe film will gross over $100 million in ticket sales between the US and Canada, according to AMC. AMC did not reveal the cost of popular movies or any other titles. BatmanVariable pricing would apply