AMC Theaters consider dynamic pricing

Published: Nov. 19, 2016 at 1:25 AM MST|Updated: Mar. 2, 2018 at 11:12 AM MST
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TUCSON, AZ (Tucson News Now) - Moviegoers - you could soon be paying more money to see big movies.

The AMC Theater chain is considering "dynamic pricing". That's a strategy where businesses set prices for products or services based on the current market demands. The company discussed this idea at their recent investor conference.

They're looking to add more revenue by charging more to see big films, like Star Wars or the Avengers.

AMC at the Foothills Mall is the only AMC theater in Tucson.

Tucson News Now spoke with moviegoers on Friday night. Many did not like the idea of paying more.

"I think it's kind of unfair to people who only go to movies when they know a movie is good, which usually happens with the popular movies," Lilith
White said.

Tucson News Now asked how much would they be willing to spend.

"15, 17 dollars at the most," said Taylor Curtis. "I think 20 dollars is over doing it."

"Well, if it helps keeps the movie house open then I would probably pay it," Peter Smith said.

"I think the popularity of movies is based on preference of certain people so all movies should relatively be the same, no matter what," Jameson
Clark said.

If AMC is successful with the dynamic pricing, it could inspire other movie theater chains to follow suit.

Copyright 2016 Tucson News Now. All rights reserved.

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