Rebecca Rubin Film and Media ReporterIf you went to the movies over the weekend, you may have shelled out a little extra to see “The Batman.”In a surprising break from industry standard, AMC Entertainment, the biggest theater chain, boldly announced plans to charge customers about $1 to $2 more for tickets to “The Batman” compared to other movies playing at the same time.
It is not clear how the experiment, a version of variable pricing, paid off because AMC did not break down ticket sales versus attendance levels in any of its 620 domestic theaters.But AMC was spot-on about the popularity of Robert Pattinson’s take on the Caped Crusader in “The Batman.” The Warner Bros.
comic book adaptation generated a mighty $128.5 million in its opening weekend at the domestic box office, the second-biggest debut of the pandemic.
And AMC locations accounted for eight of the top 10 highest-earning theaters in North America for “The Batman.” That does not necessarily mean the circuit benefitted from higher prices (AMC venues are typically the top-grossing in the country), but it also doesn’t appear to have given AMC loyalists stick shock.
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