Scalpers have made obtaining tickets for the upcoming IMAX screenings of Dune 3 an arduous task, with many fans finding themselves priced out due to inflated resale costs. The special IMAX screenings are scheduled to begin on December 14, ahead of the film's general release on December 18. Pre-sale tickets, which went live on August 18, sold out rapidly, with many of these tickets quickly appearing on resale markets.
Adam Aron, CEO of AMC, stated that the demand for Dune 3's IMAX screenings surpassed expectations, with website and mobile app traffic reaching approximately three times that of the ticket launch day for Spider-Man: Brand New Day. Despite attempts to encourage fans to retry purchasing tickets, the online system's instability, exacerbated by bots, allowed scalpers to secure hundreds of tickets. These were then listed online for significantly higher prices.
Adding to the problem, scalpers reportedly resorted to purchasing tickets in bulk at physical theater locations. In New York City, one individual was observed buying 80 tickets at once. These tickets are now appearing on platforms like eBay, with some NYC screenings listed for over $150.
The film's community is attempting to combat scalping by reporting resold tickets to AMC. As reselling tickets above their retail price violates AMC's terms of service, the company can cancel tickets if specific details like seat number, theater, and screening time are provided in listings. While this action may not guarantee additional tickets become available to the general public, it could serve as a deterrent to scalpers.
This incident highlights a growing issue of scalping across various entertainment sectors, from concerts and events to collectibles and now even movie screenings. The ease with which scalpers can acquire tickets, often through automated means or bulk purchases, is making it increasingly difficult for average consumers to access desirable entertainment experiences at face value. The problem has become so pervasive that some argue for the implementation of advanced technologies like facial recognition to prevent such practices and protect legitimate customers.