Movie theater chain AMC believes that “variable pricing” in the U.S. could benefit its company when it comes to the release of high demand or new release movies like “The Batman.”

In an earnings call on Tuesday, AMC CEO Adam Aron explained that the model would mean certain movies would come at a higher price than other movies in the same theater.

“This is all quite novel in the United States, but actually AMC has been doing it for years in our European theaters,” he said, according to CNBC. “Indeed, in Europe, we charge a premium for the best seats in the house, as do just about all of the sellers of tickets in other industries.

AMC has currently been testing out this concept in multiple theaters around the country.

Aron says that this is AMC’s way of being a “bolder thinker” and “taking risks” when it comes to putting a price on its movie theater tickets.

While AMC has not revealed exact reasons for testing the model, the pricing increase for some movies could be a result of the industry experiencing declines overall. According to a November 2021 study by a film research company, before the pandemic, 49% of moviegoers were already not going to theaters, causing owners to try and rethink their business strategies.

The new business technique may also serve as a way for the company to profit as much as possible on more high-demand movies, after the entire industry and upended and several projects were delayed or debuted on streaming platforms instead because of the pandemic.

“The Batman” is projected to bring in a gross profit of $80 million and will officially be in theaters on Friday.