Ticket prices for high-profile Hollywood movies may soon rise, as AMC Entertainment explores the possibility of variable ticking pricing.

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According to The Hollywood Reporter , AMC CFO Craig Ramsey said the company is considering a more flexible price structure after its recent acquisition of Odeon & UCI Cinemas, during a session at the MKM Partners Entertainment, Leisure and Consumer Technology Conference.Ramsey noted that Odeon & UCI Cinemas "are further advanced in variable pricing, where tentpole movies are priced up on release," which is something AMC has discussed and considered implementing in the United States."We expect to learn a lot with what they've done. We think it will position us to start having those conversations about pricing opportunities in the U.S.," he added.The future of IMAX was also mentioned at the conference, with company CEO Richard Gelfond discussing its new partnership with ABC and Marvel to screen the first two episodes of Inhumans exclusively in IMAX before the series' television debut next fall."We're not betting the farm. But it's real money. And if the series works, we're going to make a lot of money," he said.The IMAX exec also spoke to the company's interest in VR, noting that because the technology is still quite new, they are taking a conservative approach by testing a new out-of-home virtual reality experience at six pilot locations."I'm completely convinced that it will be a profitable and big space to be in. But whether our timing is right, we're about to find out," Gelfond said.

Alex Osborn is a freelance writer for IGN. You can follow him on Twitter and subscribe to his video content on YouTube