Movie ticket sales just got a whole lot more complicated. AMC Theatres has announced a new ticket pricing system based on seat location. This means that your coveted center seats will be more expensive.

The new initiative, called Sightline, has already been implemented at many AMC theaters countrywide and will be expanded to all locations before the end of the year, the company announced on Feb. 6. 

But why the new fee?

“Sightline at AMC more closely aligns AMC’s seat pricing approach to that of many other entertainment venues, offering experience-based pricing and another way for moviegoers to find value at the movies,” AMC Chief Marketing Officer Eliot Hamlisch said in a press release.

However, business officials report that pricing like this only works if demand rates closely match supply rates and  sales are carried out in a way that doesn’t antagonize customers. University of Arizona law professor Barak Orbach believes that AMC has neither of these factors.

“The reality of movie theaters in the United States is that the overwhelming majority of shows are more than half empty,” Orbach said in an interview contemplating the success of Sightline. “So, unless it’s a blockbuster movie’s opening weekend and theaters are packed, a lot of people will just buy a less expensive ticket and then move to a higher priced seat.”

In addition to the skepticism garnered from economic and business specialists, moviegoers all across the nation are upset about the new pricing. Viewers are filling up social media with complaints and witty jabs at AMC.

“AMC Theatres after people refuse to pay for premium seating and $20 for popcorn and a drink,” Twitter user @jswtreeman said in a caption above a photo of an empty movie theater.

People may be less willing to pay heightened prices, especially when they have the option of watching movies at home on streaming services. Audience reaction has shown that, while there’s a unique appeal to in-theater showings, the new fee discourages a trip to the theater.

“People are being priced out of one of our most basic pastimes, which is meeting up with friends or going with their family to see a movie,” Indiana University Cinema director Alicia Kozma said in an interview. “It’s pretty disrespectful to audiences.”