AMC Theatres announced Monday that it will begin setting its ticket prices according to where patrons choose to sit in the auditorium, under its new "Sightline" initiative.

Similar to music concerts and sporting events, moviegoers will have the option to pay more or less for admission depending on where they choose to sit in the auditorium. In effect, front-row seats will be available at a lower price, while seats in the middle of the theater will be available at a higher price.

Sightline-priced tickets will apply to all showtimes after 4 p.m. but are not applicable during the company's $5 Discount Tuesdays.

The new pricing structure has already been rolled out in select markets across the country and will be implemented at all locations before the end of the year.

"Sightline at AMC more closely aligns AMC's seat pricing approach to that of many other entertainment venues, offering experienced-based pricing and another way for moviegoers to find value at the movies," Executive Vice President Eliot Hamlisch said.

After AMC delivered the news, moviegoers and Hollywood stars reacted alike, ripping the company for the move many deemed as exclusionary.

"The movie theater is and always has been a sacred democratic space for all," tweeted actor Elijah Wood Monday evening. "This new initiative by AMC Theatres would essentially penalize people for lower income and reward for higher income."

Actor Seth Green joined in Wood's criticism of the decision, calling the move "absurdly stupid."

While critics were quick to jump on AMC, there were supporters of the decision. Citing the uneven past few years for the movie theater industry, conservative pundit Ben Shapiro took to Twitter to defend AMC's new policy.

Theater closures have become commonplace throughout the U.S., as streaming platforms have continued to siphon audiences and keep viewers at home.

In 2022, Regal owner Cineworld, the world's second-largest exhibitor, recently filed for bankruptcy and said it would implement "a real estate optimization strategy in the U.S.," likely meaning theater closures.

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