AMC is a solid player right now, with Regal, the largest theater in the United States, struggling to make up for its losses and rapidly closing its theaters across the United States. It appears to have landed on the next thing, charging you higher prices for better seats.
AMC theaters are competing with other non-movie venues, where you pay a fee to sit closer to the stage for special events, like concerts, theater, and sporting events. Starting this Friday, select theaters in New York, Chicago, and (randomly) Kansas City will offer a movie, but will eventually film to all AMC theaters by the end of the year.
The pricing has a few limitations. Only AMC Stubs members may get the Value Sightline pricing, meaning that if you don't join their free membership, you'll pay the usual price for those seats. Paying members of the AMC Stubs A-List membership will have the amazing privilege of paying extra to not pay extra.
Although some tickets may be cheaper, AMC believes that the only real way to appreciate this is by buying seats that are comfortable for people to sit in. Most people prefer to book side seats in the middle rows and avoid the theater altogether. It will be even more enjoyable if the normally priced seats are all sold out.
