AMC thirty fourth Street theater reopens after COVID-19 closures, Friday, March 5, 2021, in New York. Movie theater operator AMC has ditched plans to cost extra seats with higher sightlines after rivals didn’t comply with alongside.

Evan Agostini/Evan Agostini/Invision/AP

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Evan Agostini/Evan Agostini/Invision/AP

AMC thirty fourth Street theater reopens after COVID-19 closures, Friday, March 5, 2021, in New York. Movie theater operator AMC has ditched plans to cost extra seats with higher sightlines after rivals didn’t comply with alongside.

Evan Agostini/Evan Agostini/Invision/AP

AMC Theaters is abandoning its plan to cost tickets primarily based on the place a buyer chooses to sit down.

In February, AMC mentioned it could comply with pricing fashions of different leisure venues, akin to arenas and stay theaters, in a program referred to as Sightline. Middle seats could be a greenback or two extra, whereas entrance row seats could be barely cheaper.

But on Thursday, the corporate mentioned it was ending the initiative, as individuals had been nonetheless unlikely to guide entrance row seats regardless of the decrease price. This made AMC’s costs much less aggressive available in the market, as rivals didn’t comply with swimsuit with the new price construction, the corporate mentioned.

“Sightline at AMC will not continue at the current pilot locations once the test ends in the coming weeks, and the program will not roll out nationwide,” it mentioned.

Instead, AMC mentioned it could pivot to testing new seats within the entrance row that will recline additional again to permit for a greater view.