This is Why AMC is Charging More for ‘The Batman’ Tickets

As movie goers eagerly wait for the release of “The Batman” this week, AMC will be charging more for tickets to the theatrical film as it tests out a new pricing model.

AMC Entertainment CEO Adam Aron said the movie theater chain is testing out variable pricing in the U.S., which means newly released films could cost more than other films playing in the same theaters at the same time.

The first film to test this new pricing model is Warner Bros.′ “The Batman.”

It is unclear how much more tickets will cost for new blockbuster releases. AMC did not immediately respond to CNBC’s request for comment.

The theater giant had previously successfully raised weekend prices above midweek prices and is following a playbook it has utilized internationally for years, Aron said.

“This is all quite novel in the United States, but actually AMC has been doing it for years in our European theaters,” he said during the company’s earnings call. “Indeed, in Europe, we charge a premium for the best seats in the house, as do just about all of the sellers of tickets in other industries.”

According to the CEO, AMC has been a “bolder thinker” when it comes to cinema ticket pricing and is willing to take a risk in trying this new pricing concept.

“The Batman” hits theaters Friday. The film is expected to gross at least $80 million during its opening weekend in North America.

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