AMC Theatres Charging for Good Seats Isn’t Like an Airline; It’s More Like a Gym Membership

AMC Theatres looks like it decided to take a page from United Airlines, where AMC CEO Adam Aron was once a marketing executive: With the launch of its Sightline program to charge a little extra to reserve the best seats in the house, the world’s largest theater chain makes money on what users once had for free. What’s really going on is a lot more like LA Fitness: Create a revenue stream based on driving users to a membership that they’ll use less than they think.

Dynamic pricing is already part of moviegoing...