AMC Theaters raised some eyebrows when CEO Adam Aron announced on Thursday that America’s largest theater chain would introduce dynamic pricing to its locations by slightly bumping up ticket prices for the opening week of Warner Bros.’ “The Batman.”
But analysts and studio insiders say that AMC is continuing a trend that was already in motion with the release of Sony’s “Spider-Man: No Way Home” three months ago, and may be a key tool for theaters as they continue to dig out of the financial hole created by the COVID-19 pandemic in a market where only franchise tentpoles are driving ticket sales.
How Surge Pricing for Movie Tickets Could Bail Out Theaters in Feast-or-Famine Box Office
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It will be a while before movie theaters get another opening weekend like “The Batman,” so major chains are trying to make the most of it
