Ticketing trends: AMC and Cineplex offer more convenient options for moviegoers

Features

To accompany our update of the latest technologies for movie ticketing, Film Journal International invited two leading theatre circuits, AMC and Cineplex, to discuss their latest ticketing options and how their customers are responding.

Ryan Noonan, Director of Public Relations, AMC Theatres:

What kinds of ticketing options do you offer?
Guests can purchase tickets at the box office, and we’re seeing an increasing number of guests purchase their tickets online at amctheatres.com or through the AMC Theatres mobile app, on Fandango and on Movietickets.com. We believe that making our ticket sales available on as many sites as possible is good for our guests and good for us.
 
Do you do smartphone/barcode ticketing?
We have smartphone/barcode ticketing available in an increasing number of theatres, but not yet circuit-wide.
 
What kind of year-to-year increase are you seeing in online sales? What percentage of your tickets are reserved online?
The use of online sales has increased significantly. In the two years since we exercised our right to end exclusive contracts, Internet tickets sold as a percentage of total tickets sold has increased from approximately 5.5 percent to 10.3 percent.
 
Do you do reserved seating?

As of Dec. 31, 2013, 63 of our busiest locations nationwide offer reserved seating to help create anxiety-free moviegoing.
 
Whose hardware and software do you use for self-service ticketing?
We use an in-house team and technology for all web development. 
 
Does online ticketing have a positive impact on your overall box-office performance?

Yes, online ticketing allows guests greater convenience and a guaranteed seat and helps shorten the path between the guest’s intention to watch a movie and the purchase of a ticket, which can have a positive impact on our box-office performance.
 
What’s your surcharge for online bookings?
Because we are open to working with many ticketing partners, we are flexible in the surcharges being offered in the marketplace. As part of our AMC Stubs rewards program, members never pay an online ticketing fee.


Mike Langdon, Director of Communications, Cineplex Entertainment:

What kinds of ticketing options do you offer?
Cineplex sells tickets to shows at the theatre box office, automated ticketing kiosks, online at Cineplex.com, and using the Cineplex mobile app. Tickets purchased using the Cineplex mobile app can be stored in Passbook, and will automatically appear on the lock screen of an iOS device as guests near the theatre.
 
Do you do smartphone/barcode ticketing?
Yes. Guests can purchase tickets using the Cineplex mobile app and then use a mobile express kiosk or automated ticketing kiosk to print their movie ticket.
 
What’s your surcharge for online bookings?

One of the great things about booking your movie tickets at Cineplex.com or using the Cineplex mobile app is that there are no surcharges.
 
Do you do reserved seating?
Reserved seating has been one of the most popular aspects of our premium offerings. Cineplex offers reserved seating in UltraAVX and VIP Cinema auditoriums, and also in our D-BOX motion seats.
 
Does online ticketing have a positive impact on your overall box-office performance?
Online ticketing is an increasingly popular way for moviegoers to purchase their tickets and skip the box-office line on their visit to our theatre. Offering guests the opportunity to skip the box office is part of our commitment to providing an exceptional guest experience in our theatres.