AMC Is Testing Higher Prices For New Movies

People are finally heading back to the theatre and now comes word that new movies will cost more to see at AMC movie theaters.

The theater will test variable pricing for tickets starting with the release of “The Batman.” The new pricing model could mean paying more for new releases than other movies playing in the same theater.

The company’s CEO said AMC has been using variable pricing in Europe “for years” and it works. AMC previously started charging more for weekend show times compared to midweek prices.