The anticipation for Denis Villeneuve’s Dune: Part Three was palpable on the first day of presales. Theater chains struggled with tech outages as moviegoers queued up virtually or physically, hoping to nab a seat. While premium screenings are in high demand, even those who manage to book tickets face resellers auctioning them for hundreds of dollars.

Adam Aron, CEO of AMC Theatres, acknowledged the issue and announced an investment of $2 million to address it. However, customer frustration remains high as theaters grapple with the increased demand following a difficult year due to the pandemic.

Critics argue that eventizing movie experiences has turned ticket-buying into a competitive sport, but the tech should support this shift rather than hinder it. Stephanie Wang from the University of Pittsburgh suggests social dimensions play a role; the desire for tickets may increase when many want them and cannot have them.

The solution is not straightforward. AMC’s A-List membership program offered priority access, but this does not account for the economic reality that non-members pay full price while enjoying premium screenings. The struggle for moviegoers to secure a seat highlights how far we’ve come in our obsession with viewing movies in their ideal format.