AMC experiments with variable pricing for 'The Batman' release in new strategy to boost revenue.
Robert Pattinson plays the title role in director Matt Reeves' 'The Batman,' starring alongside Zoe Kravitz as Catwoman.
"The box office has not recovered, and I think it's, you know, a lot of people are saying that a lot of casual moviegoers are not coming back the way they normally would just to check out a film, perhaps because there's so many options to watch at home," AP film writer Lindsey Bahr said. AMC has had flexible ticket pricing at its European theaters for years and in some cases charges more for better seating."We remain focused on recovery and transformation," Aron said."We remain focused on innovation and managing through change."
It's not clear how long this pilot program will last or how many more movies will come with this varied pricing.
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