Perhaps customer feedback about the cost of movie tickets finally worked at one AMC theater.
Prices at the Town Center in Leawood will drop $2 starting July 22, when the location ends its reserved-seating policy.
The policy — or experiment — began in October 2009 when the company attempted to improve the theater-going experience by allowing customers to pick their seats in advance. AMC said it needed the extra $2 per ticket to cover new technology, the convenience of a guaranteed seat and an usher to get you there.
Spokesman Ryan Noonan said the reserved seating requirement works better at dine-in Cinema Suites locations at the Mainstreet downtown and Studio 30 in Olathe. But when the Kansas City-based company tried reserved seats at two traditional theaters, the Town Center and the Century City 15 in L.A., the results were mixed.
“The response in Los Angeles was very positive toward reserved seating,” Noonan said.
In Leawood, it didn’t fare as well.
Guests will still pay $12 for weekend evening screenings of “Harry Potter and the Deathly Hallows: Part 2,” opening July 15, but starting with the July 22 opening of “Captain America: The First Avenger,” they’ll pay $10.
“For those guests that still prefer reserved seating, there’s still AMC 30 Olathe and AMC Mainstreet,” Noonan said.
The Cinema Suites and Fork and Screen options at those theaters have already changed their pricing. Guests no longer have to buy a food voucher to catch a flick in the suite-style auditoriums. But the cushier experience there costs around $1.50 more.