AMC drops plan to charge more for best seats, Bloomberg reports

AMC Entertainment is dropping a plan to charge more for the best theater seats after moviegoers showed little interest during a test, Thomas Buckley of Bloomberg reports, citing people familiar with the matter. AMC said in February it would expand its tiered-pricing structure to theaters in the U.S. and Canada, but is now ceasing all promotion tied to the initiative called Sightline, sources told Bloomberg. The test didn’t deliver added revenue as hoped, as moviegoers were not willing to pay up for the best view or get front row seats for less, the people added. Shares of AMC are down 2% to $4.28 in midday trading.