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AMC Theatres, the nation's largest movie theater chain, unveiled a new pricing scheme in which seat location determines how much your movie ticket costs. Evan Agostini/Invision/AP. By .

AMC said the pricing plan, dubbed “Sightline,” has already been rolled out in some locations and, by the end of the year, will be in place at all domestic AMC theaters during showings after 4 p.m.

AMC tested the idea and found that people didn’t want to pay more for the best view or take less desirable seats at a discount. Above, moviegoers at an AMC theater in Monterey Park in 2021.

By the end of 2023, the movie theater chain will offer tickets at three different price tiers, with middle seats costing the most. You’ll pay less if you like the front row.

The theater chain’s decision brings it in line with what its biggest competitors, Regal and Cinemark, have been doing since 2019, but it risks irking loyal customers.