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What THE BATMAN’s Box Office Success Could Mean For The Future of Variable Ticket Prices

Photo by Jeremy Yap via Unsplash

What THE BATMAN’s Box Office Success Could Mean For The Future of Variable Ticket Prices

By Movieguide® Staff

AMC Theaters CEO Adam Aron recently announced that the cinema chain would experiment with variable ticket pricing, charging more money per ticket for THE BATMAN.

According to The Hollywood Reporter, the ticket price increase will last for eight days after the movie’s release.

Movieguide® previously reported:

Cinema giant AMC announced that tickets for the new D.C. Superhero movie, THE BATMAN, would cost more than other movies in a test for variable pricing.

“Currently, our prices for THE BATMAN are slightly higher than the prices we are charging for other movies playing in the same theaters at the same time,” Adam Aron, CEO of AMC Entertainment, said.

“This is all quite novel in the United States, but actually AMC has been doing it for years in our European theaters. Indeed, in Europe we charge a premium for the best seats in the house — as do just about all sellers of tickets in other industries — take sports events, concerts and live theater, for example,” Aron added.

According to Deadline, tickets received a $1 mark-up due to fan anticipation for THE BATMAN.

As it turns out, AMC Theaters was not the only chain to up prices ahead of the highly-anticipated superhero movie. In fact, AMC wasn’t the first major cinema to use the strategy, only the first to announce it publicly.

THR reported:

Cinemark Theatres and Regal Cinemas, the country’s two other largest circuits, also experimented with surge pricing for Warner Bros.’ The Batman. Not only that, Cinemark and Regal began employing the increases during the December opening weekend of Sony’s box office behemoth Spider-Man: No Way Home. The difference: They didn’t go public with their plans; Aron did.

However, the public announcement did not deter audiences. THE BATMAN became only the second movie to break the $100 million mark at the box office since Dec., alongside SPIDER-MAN: NO WAY HOME.

“The Bat-Signal went out at AMCs around the world and did moviegoers ever show up in response to see The Batman at an AMC Theatre,” Aron said. “In fact, it was the third biggest weekend for AMC in more than two full years. We are gratified to see AMC’s U.S. market share of 29% be this high, signaling that millions of guests chose to see this very successful theatrical release with us. And materially leading the way were our premium screens, namely IMAX at AMC, Dolby Cinema at AMC and Prime at AMC.”

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