AMC Theatres has started to charge higher prices for Hollywood’s most popular films.
AMC Theatres has started to charge higher prices for Hollywood’s most popular films — including this weekend’s release of Warner Bros.’ “The Batman” — as the world’s largest cinema chain looks to get more bang from the biggest blockbusters.
Demand-based pricing may be a novel idea for American movie theaters, though the practice is more common in Europe, where AMC acquired Odeon & UCI Cinemas Group in 2016.How Charles Roven and Alex Gartner of Atlas Entertainment helped Sony’s ‘Uncharted’ break Hollywood’s video game curse and brought ‘Oppenheimer’ to Christopher Nolan.
AMC did not immediately respond to a request for more details. The company did not say how much it intended to upcharge for more popular films, or what movies other than “The Batman” will be affected. Representatives for Warner Bros. also did not immediately comment. That would make it only the second Hollywood film to open with more than $100 million domestically since the start of the pandemic. The other was “Spider-Man: No Way Home,” which opened with $260 million. People close to Warner Bros. are more cautious, predicting a debut of about $90 million.
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